Williams, who has served on the board for the last six years, is Senior Director, Media at CIBC, leading media strategy, planning and channel investments within CIBC Marketing, focused on measuring media performance and evolving media investment strategy.

She succeeds Perry Macdonald, who departed Bell Media earlier this year and his position as Vice-President, Advertising Sales and Partnerships.

In an announcement, the audience measurement agency and solutions provider said the leadership transition “signals a strategic focus as Numeris and NLogic intensify efforts to unite agencies, broadcasters, publishers, and advertisers around a common vision: building a more agile, transparent, and future-ready measurement framework.”

“With Melissa Williams at the helm, the organizations aim to accelerate the adoption of transformative initiatives such as National VAM, the industry’s first Cross-Platform Video Audience Measurement solution built on standardized metrics and passive measurement, along with the upcoming launch of Enhanced TAM, a hybrid measurement solution offering increased stability and greater clarity across linear TV viewing,” the agency continued, adding that it’s also continuing to prioritize developments in the audio media landscape to better measure how Canadians are engaging with broadcast radio, streaming and podcasts.

“As the media landscape continues to evolve, our industry needs a unified and transparent approach to measurement that reflects the realities of Canadian audiences today and in the future” said Alicia Olson-Keating, President & CEO of Numeris and NLogic. “The appointment of Melissa as Board Chair reinforces our commitment to innovation, collaboration, and delivering actionable insights that empower stakeholders.”

“This is a critical time for our industry,” added Williams. “I’m really pleased to take on this role and work alongside our partners to build a collaborative and forward-thinking media audience ecosystem. Together, we can unlock new opportunities for growth, transparency, and trust.”

The board is rounded out by Vice Chair Kevin Johnson, Chief Executive Officer, GroupM Canada; Dave Daigle, VP, Local TV, Radio & Bell Media Studios, Bell Media; Brad Danks, Chief Executive Officer, OUTtv Network and OMG Media Group; Hisham Ghostine, General Manager & Chief Revenue Officer, Media Solutions, CBC/Radio-Canada; Deb Gurofsky, VP, Partnerships – Media Pulse, Blue Ant Media; Steve Jones, President, Stingray Radio; Samantha Kelley, CEO, Touche! Canada and OMG Montreal; Christopher Mercer, Senior Vice President, Media Sales and Solutions, Corus Entertainment; Michelle Mruck, Director, Fabric & Home Care Media, Procter & Gamble; Rod Schween, President, Pattison Media; and Janice Smith, Vice President of National Media Sales, Rogers Sports & Media.

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Built on the AudienceReport platform, which is currently active in multiple European countries, the solution will be integrated with NLogic tools like Video Planner with a goal to helping advertisers assess digital campaign performance and make better-informed planning and optimization decisions.

The Numeris audience and advertising data solutions subsidiary says it’s looking ahead to integrating linear TV data as part of the evolution toward full cross-platform video measurement, in line with Numeris’ upcoming launch of National Video Audience Measurement (VAM), which aims to provide consistent measurement across digital platforms and linear TV.

NLogic says the introduction of the new solution marks a significant step in modernizing Canada’s media measurement landscape.

“We’re thrilled to launch this partnership to help our clients better understand the unique audiences reached across streaming ecosystems—something our buy-side clients have been asking for,” said Sue Haas, President & COO of NLogic, in a company announcement. “This is not just a new tool—it’s a strategic move toward eliminating data and measurement silos. We’ve worked closely with stakeholders to ensure the solution reflects their priorities—clarity, trust, and collaboration—with a foundation we can continue to build on.”

Andrea Hunt, President & CEO of the Association of Canadian Advertisers (ACA), called the launch a “meaningful step forward” for the industry.

“As the ACA has been leading and advocating for cross-media measurement adoption in Canada, this launch reflects meaningful progress toward our members’ goal of a more transparent, accountable, and representative measurement ecosystem. It’s a meaningful step forward for the Canadian advertising industry, helping adapt global measurement capabilities to our local market,” said Hunt. “We’re proud to work with our members and NLogic/Numeris on this continued journey to support smarter, more objective, data-driven decisions.”

NLogic says the milestone is the first in a series of initiatives to deliver deeper, more rigorous insights into Canadian consumer viewing habits—supporting advertiser effectiveness, agency planning precision, media partner accountability, and ultimately, a better media experience for consumers.

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Spots Monitor allows users to track and analyze commercial airings across channels, offering a view into who is advertising, and when and where their ads appear. 

NLogic says the Kinetiq integration will deliver unprecedented visibility into ad placements, flighting patterns, and competitive behaviour, equipping clients with data to make faster, smarter, and more strategic media decisions.

Philadelphia-heaquartered Kinetiq recently boosted its Canadian TV channel coverage by 50%, significantly enhancing its data footprint. The partnership is expected to expand beyond ad airings to include qualitative creative scoring, earned media and sponsorship data.

“We’re thrilled to support NLogic in bringing this kind of innovation to the Canadian media landscape,” said Kevin Kohn, President & CEO of Kinetiq, in an announcement “As we continue to strengthen our data footprint in Canada, this partnership is a natural fit that helps marketers, agencies, and media companies optimize their strategies with real-time intelligence.”

“This is just the beginning,” added Peter Farfaras, Vice President, Business Development at NLogic. “Data is central to everything that we do. By partnering with Kinetiq, we’re opening the door to a more comprehensive view of the advertising ecosystem in Canada, and we’re excited about what’s ahead.”

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