About me
Jay is the Founder and President of The Aber Group, an independent media planning and buying agency based in Toronto that specializes in the charity and not for profit sectors. The Aber Group works with large, medium, and small clients and has more not for profit clients than any other agency in Canada. Jay brings decades of experience in media strategy, direct response marketing, digital advertising, fundraising, branding, and campaign measurement.
As The Aber Group’s lead strategic planner, Jay collaborates with clients to set objectives, test assumptions, choose media channels, and set performance expectations. The agency connects business goals, audience behaviour, campaign data, platform changes, media pricing, vendor relationships, privacy requirements, and measurement needs, then turns that information into clear recommendations. The Aber Group helps clients test and learn prudently, then build always-on digital media programs that meet and exceed client goals.
Jay has deep knowledge to share because he has worked in Canadian digital advertising since its early days and continues to stay close to the tools, tactics, and platform changes that affect campaign results.Before he founded The Aber Group, Jay built and led 24/7 Media Canada, launched DoubleClick Canada, and ran early Internet marketing companies in Canada.
Jay also shares his knowledge through teaching, speaking, and industry work. He serves in leadership roles with the Board of Directors of the Interactive Advertising Bureau of Canada, speaks at industry events, and helps clients and peers understand media strategy, digital advertising, measurement, and campaign management. He brings a practical agency perspective to industry conversations and focuses on what fundraisers and not for profit marketers can do to make better decisions, improve campaign performance, and keep pace with changes in media and measurement.
The Aber Group has many blue-chip, not-for-profit, and for-profit companies as clients, including Food Banks Canada, Diabetes Canada, Canadian Cancer Society, Special Olympics, Sinai Health Foundation, Sheridan, and Manulife.
