Glassroom

What Glassroom does

Glassroom is an independent, 100% Canadian-owned media agency founded in 2017 and headquartered in Montreal, with a regional office in Toronto. The firm serves enterprise and mid-market brands across Canada with integrated media planning and buying across paid, owned, and earned channels, supplemented by marketing science, content ecosystem design, sponsorship activation, CRM/lifecycle integration, and AI consulting. Disclosed flagship clients include Desjardins (financial services) and Dermapure (aesthetic healthcare), with the agency emphasizing radical transparency, performance-based engagement, and accountability as primary differentiators versus traditional holding-company agencies.

The agency's technology layer centers on two proprietary AI assets. Loopr is an AI platform with three modules (Launch for automated campaign configuration and UTM tagging, Track for real-time spend monitoring with Slack/Teams/email alerts, and Optimize for conversational analytics with Marketing Mix Modeling integration). AUGMENT, launched November 2025, is a four-phase AI transformation methodology (roadmap workshops, masterclasses, ready-to-integrate SaaS solutions delivered in 4-8 weeks, and custom solutions built on a modular AI Swarm architecture in 8-12 weeks), targeting clients' internal capability building rather than pure tool deployment.

Glassroom operates a hybrid revenue model: traditional professional services fees, media commissions, and retainer/project-based engagements for core media work, layered with managed services and licensing for the Loopr platform and project-based consulting revenue from AUGMENT. The company is a member of the Humanise Collective (a marketing/technology network that shares privacy and accessibility infrastructure) and holds B Corp, Google Partner, and Meta Partner certifications. No external funding rounds, revenue figures, or ownership percentages are publicly disclosed.

Name

Glassroom

Legal name

Glassroom Inc.

Website

https://glassroom.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Glassroom is a Canadian independent media agency (Montreal, Toronto) offering omnichannel media planning/buying and proprietary AI platforms (Loopr, AUGMENT) to enterprise and mid-market brands.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Advertising Agencies (541810), Media Representatives (541840)

akta.pro primary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Media agency services
• Digital media planning
• Media buying activation
• Marketing AI consulting
• Omnichannel strategy

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Media Planning and Buying Services: Glassroom provides integrated media planning and buying services across paid, owned and earned channels. Revenue is generated through professional service fees, media commissions, and performance-based engagements with enterprise clients. The agency works on retainer and project-based arrangements with brands like Desjardins and Dermapure.
2. AI Platform Licensing (Loopr): Loopr is described as an AI platform offered to clients to automate, track and optimize media campaigns. While specific pricing is not publicly disclosed, the platform is positioned as a licensed/proprietary tool accessible via demo booking, suggesting a software licensing or managed services model.
3. AI Consulting and Transformation (AUGMENT): AUGMENT provides structured AI methodology services including strategic workshops, masterclasses, and custom solution development. Delivered through phased engagements (4-12 week timelines), suggesting project-based or retainer consulting fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Glassroom is an independent Canadian media agency that plans, buys, and optimizes omnichannel media campaigns for enterprise brands across paid, owned, and earned channels. It delivers media strategy, marketing science, content ecosystems, sponsorship activation, CRM lifecycle design, and AI transformation consulting, complemented by two proprietary offerings: the Loopr AI platform for automated campaign launch, real-time spend tracking, and conversational optimization, and the AUGMENT methodology for building client-side AI capabilities. Revenue is generated through professional service fees, media commissions, and performance-based engagements with brands such as Desjardins and Dermapure.

Product overview

Glassroom is Canada's most forward-thinking independent media agency offering a portfolio of services and proprietary AI products. The core products are Loopr (an AI platform with three modules for campaign Launch, Track, and Optimize) and AUGMENT (a four-phase AI methodology for organizational transformation). Supporting services include Omnichannel Strategy, Marketing Science, Content Ecosystems, Media Activation and Sponsorship, Transformation and AI Consulting, and Lifecycle Design and CRM Integration. Loopr and AUGMENT work together: Loopr provides the operational AI platform for day-to-day campaign management, while AUGMENT provides the strategic framework and methodology for broader AI transformation within client organizations.

Differentiator

Problem solved

Functional benefit

Brands

• LOOPR: AI platform that automates, tracks and optimizes media campaigns. Features modules for Launch (campaign deployment), Track (investment monitoring), and Optimize (performance analytics).
• AUGMENT

Products and services

• Loopr

Quantifiable outcome

• Desjardins reached annual quote targets 4.5 months ahead of schedule using VBB SEM model; 100% adoption in Ontario within two months
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Humanise CollectivecoreStrategic or Co-development PartnerGlassroom is a member of the Humanise Collective, a network of marketing and technology companies. The Collective provides ecosystem support, shared resources, and cross-company collaboration. Glassroom's president Dave Gourde and the collective share a unified privacy contact ([email protected]) and accessibility team ([email protected]), indicating deep organizational integration.
• Radio-CanadacoreStrategic or Co-development PartnerGlassroom partnered with Radio-Canada to develop 'Table Rase,' a content platform targeting young adults aged 18-30 to address financial anxiety. The platform uses video, audio, and short formats with influencers. This collaboration was central to the Desjardins youth financial literacy campaign, delivering 430,000 video views and 11,400 podcast listens.
• La PressecoreTechnology or IntegrationGlassroom presented at an event organized by La Presse and Optable on first-party data activation. La Presse serves as a key local media partner for Glassroom's first-party data strategies, enabling targeted advertising based on authenticated user data and lookalike audience building within a secure, controlled environment.
• Google (Partner)coreChannel Partner/ Reseller/ DistributorGlassroom holds Google Partner status, indicating certified expertise and accreditation in Google advertising and marketing technology platforms. This partnership enables Glassroom to access Google's advertising ecosystem, tools, and support for client campaigns.
• Meta (Partner)coreChannel Partner/ Reseller/ DistributorGlassroom holds Meta Partner status, indicating certified expertise in Meta advertising platforms including Facebook and Instagram. This enables Glassroom to run client campaigns across Meta's advertising ecosystem with platform support and accreditation.
• Nascent DigitalminorImplementation/ SI/ Consulting PartnerNascent Digital is identified as the web development partner that built and powers the Glassroom website. Listed as 'Built & powered by Nascent' in the website footer, indicating a vendor relationship for digital infrastructure.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Dentsu: Global media and advertising holding company; Sarah Thompson's former employer (President of Media at Dentsu Canada). Competes for the same enterprise media planning and buying mandates Glassroom targets, with significantly larger scale and global reach.
• Mindshare: WPP-owned global media agency network where Sarah Thompson served as Chief Strategy Officer. Direct comparator on enterprise media strategy, planning, and buying services across Canada and globally.

Direct peers

• MediaCom: WPP-owned global media agency competing for enterprise media planning and buying business with similar data-driven, full-funnel approach. Operates a Canadian office and directly contests Glassroom's marquee prospects.
• Hearts & Science: Omnicom-owned media agency built around data, technology, and analytics-driven outcomes — closely aligned with Glassroom's Loopr-driven, marketing science positioning. Targets similar enterprise clients in Canada.
• dac group: Toronto-headquartered data-driven digital media agency with North American reach. Direct competitor for enterprise paid media, programmatic, and performance marketing mandates in Canada and beyond.
• Initiative: IPG Mediabrands global media agency network with strong Canadian presence. Competes for the same enterprise client mandates on media strategy, planning, and content activation.
• Wavemaker: WPP-owned global media agency focused on growth and emerging media opportunities. Closely comparable offering to Glassroom's omnichannel planning, marketing science, and content activation capabilities, with a global footprint Glassroom lacks.
• PHD Media: Omnicom-owned global media agency network with strategy-led planning credentials. Comparable on enterprise media strategy, omnichannel activation, and AI-enabled optimization services.
• OMD (Omnicom Media Group): One of the largest global media agency networks, with a Canadian operation. Directly competes for the same enterprise media planning and buying business and shares the full-funnel, data-driven positioning Glassroom emphasizes.

Regional players

• Cairns O'Neil: Independent Canadian media agency competing for similar enterprise planning and buying business. Comparable as an independent alternative to the major holding-company networks, with a primarily Canadian geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/glassroom.ca
• LinkedInlinkedin.com/company/glassroom-ca

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Glassroom