IAB Extends Certification Program For Digital Marketers With Focus On Data Skills

As a working understanding of data management has become an integral aspect of of digital marketing, particularly with the growth of programmatic buying and selling, the IAB is extending its certification programs to include Digital Data Solutions.

The certification program is designed to establish a benchmark of proficiency for people working in digital advertising, including marketers, agencies, publishers and vendors and increase the number of executives whose skills are up to date on digital data solutions.

“Data convergence is one of the most important changes in marketing and advertising since the digital revolution,” said Patrick Dolan, Executive Vice President and COO, IAB.  “This IAB program will address the change in skills required to operate in this new digital media environment.”

The program is designed for those with at least two years in data analytics and/or management and covers the following competencies:

• Establishing Data Policies
• Managing Data Supply
• Creating Data Products
• Developing Client Data Solutions
• Activating Data Integrations
• Data Analytics

The IAB Data Council is also providing guidance for a data solutions training program with both basic and advanced classes.

Analytics and marketing technology firm Experian Marketing Services is the first company to put new talent as well as current ad operations and programmatic teams though the program.

The program builds on IAB certification programs for Digital Media Sales and Digital Ad Ops established in 2012 and 2013, respectively.

Those interested in taking the online Digital Data Solutions Certification exam can learn more and apply here. The test costs $500 for IAB members and $750 or non-members.

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.