Transparent, ethical, secure: what NÜ Optima™ brings to programmatic advertising.
Over the past few years, programmatic advertising has become a cornerstone of digital marketing. Brands see it as a powerful lever to expand their reach and accelerate growth.
However, this widespread adoption is not without its drawbacks. In 2024, according to Alexandre Simard, VP Digital Solutions, three major players — Google, Meta, and Amazon — accounted for 74% of digital advertising spend in Canada. As a result, advertisers have become dependent on platforms whose rules and operating models are often opaque.
With NÜ Optima™, our mission is to give Québec and Canadian businesses back control over their advertising investments.
Advertising Transparency
A 2023 study by the ANA reveals that the open-web programmatic ecosystem, valued at $88 billion, is undermined by nearly $20 billion in waste, representing 23% of advertisers’ investments.
Even more striking, a follow-up study shows that only 36% of programmatic advertising budgets result in a quality impression. The remaining 64% is lost, largely due to poorly measurable environments such as non-viewable inventory, made for advertising, and non-human traffic).
Transparency has therefore become a non-negotiable condition for performance. Advertisers want to know where their ads appear, who they reach, and what each impression truly costs.
With NÜ Optima™, every impression is traceable, every audience is identifiable, and every cost is transparent. Reporting is clear and accessible, enabling brands to manage their campaigns with confidence and autonomy. The solution also integrates advanced anti-fraud tools to ensure that every dollar reaches real, human audiences.
Advertising budgets are invested in premium Canadian and Québec inventory, including news media, connected TV, audio, and digital out-of-home (DOOH). This approach allows brands to deliver their messages in credible environments, protect their budgets, and quickly adapt campaigns to shifting consumer behaviors.
A More Ethical Performance Model
As highlighted by Étienne Paré in Le Devoir, digital advertising spending continues to grow rapidly in Canada, yet local media struggle to capture a fair share of these revenues. Large platforms prioritize scale and global strategies, often overlooking local realities.
NÜ Optima™ was designed to help Canadian businesses reach audiences at both local and national levels. The solution leverages first-party data and third-party signals such as weather, cultural and sporting events, and consumer habits to increase message relevance and generate tangible economic impact within appropriate environments.
What sets NÜ Optima™ apart is its strong territorial grounding and its network of Québec and Canadian media partners that prioritize proximity, inventory quality, and a diversity of advertising placements.
Beyond performance, this approach allows advertisers to support local media and contribute to the economic and cultural vitality of the Canadian market, while deploying programmatic strategies that deliver the right message, in the right place, to the right audience.
Brand-Safe Environments
In programmatic advertising, the challenge is not just to scale delivery, but to deliver in the right environments. Poor placement can damage brand reputation and significantly reduce campaign effectiveness.
With NÜ Optima™, every activation is based on a strict selection of premium inventory, reinforced by advanced fraud detection tools and automated filtering. Each impression is validated and controlled to ensure it appears only in credible contexts aligned with brand values.
This dual control, both technological and human, ensures brand-safe environments that protect advertisers’ reputations over the long term, strengthen audience trust, and preserve campaign relevance.
Ready to Take Back Control of Your Media Investments?
Programmatic advertising can no longer be reduced to a logic of mass distribution. Today, brands need tools and solutions that guarantee transparency, ethics, and security, allowing them to invest in credible environments and build truly relevant campaigns.
By adopting NÜ Optima™, Québec and Canadian brands gain access to a solution where security, transparency, and ethics come together to restore full control over their media investments.
Contact NÜ today to schedule a discovery call and learn how we can optimize your programmatic campaigns across Canada.
