News Feed Item

24/7 Media, About.com & Triad Retail Media Institute Sales Recruitment Preference for Candidates with IAB Digital Media Sales Certification

With the Interactive Advertising Bureau’s (IAB) Digital Media Sales Certification program officially launched less than a year ago, three leading media companies – 24/7 Media, About.com and Triad Retail Media – are supporting its importance to the marketplace by formally committing to a sales hiring preference for those who have taken and passed the exam. All three organizations will be citing this recruitment preference in their job listings and incorporating it within their human resources hiring procedures. The news was released at the sixth IAB Annual Leadership Meeting: “Big Data & Big Ideas: Friends, Enemies or Frenemies?” at the Arizona Biltmore in Phoenix.

“To have three companies at this high level recognize the value of the IAB certification program speaks to the significant need that the industry has had for this type of professional benchmark,” said Michael Theodore, Vice President, Training and Development, IAB. “In creating the program, we had long heard that the growing complexities inherent in the digital advertising landscape made it necessary to establish an educational standard that aligns with the skill sets and extensive knowledge base that salespeople need to succeed. Which is precisely why we launched the program.”

To receive the certification, digital sales professionals must complete an examination, which covers general comprehension of the interactive advertising ecosystem, selling digital media and analyzing campaign performance.

Specific topics include:

  • Differentiating the benefits of digital versus traditional media
  • Describing digital advertising formats
  • Defining key digital advertising tools and technologies
  • Calculating media mathematics
  • Adhering to compliance standards/policies
  • Understanding differences in digital ad formats
  • Prospecting for new clients
  • Aligning digital advertising products with client objectives
  • Comprehending internal and third-party research
  • Analyzing, launching and monitoring digital advertising campaigns and data
  • Reviewing opportunities to renew or upsell digital advertising campaigns

“The IAB Digital Media Sales Certification program has definitively raised the level of professionalism in the interactive field, when it comes to sales,” said Lee Sparaga, Senior Vice President, North American Sales, 24/7 Media’s Real Media Group. “It provides the kind of standard that our industry requires, in order for sales teams to truly excel in an ever-shifting and complicated landscape.”

“Just as the legal profession has the Bar Exam, the digital media profession has craved a similar educational ‘gold standard’ for interactive advertising sales professionals,” said Tracy Raiser, Senior Vice President, Sales, About.com. “With the digital arena evolving at breakneck speeds, this credential is vital to the career of an interactive ad salesperson, and is therefore critical to our company’s growth.”

“A deep understanding of interactive advertising platforms, technologies and capabilities is paramount in order to not only make a sale, but build a long-term relationship between the sell-side and buy-side,” said Brian J. Quinn, Chief Revenue Officer, Triad Retail Media. “This is why the IAB Digital Media Sales Certification stamp of approval is now an essential piece in our recruitment puzzle.”

No formal coursework is required to take the IAB Digital Media Sales Certification examination. Designed for salespeople with 2-5 years of experience in the digital industry, the exam is recommended for candidates who have a strong command of current industry issues, players, and operations, as well as a broad understanding of every major digital platform. The test costs $350 for IAB members and $450 for non-members.

The IAB worked with the fully accredited test development company Professional Testing, Inc. to create the content of the exam, alongside subject matter experts. All exams are administered through Pearson Testing Centers and are available worldwide.

For more information on the IAB Digital Media Sales Certification program or to register to take the exam during the next window, April 1 – 30, 2013, please visit www.iab.net/certification.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
Kubernetes, Docker and containers are changing the world, and how companies are deploying their software and running their infrastructure. With the shift in how applications are built and deployed, new challenges must be solved. In his session at @DevOpsSummit at19th Cloud Expo, Sebastian Scheele, co-founder of Loodse, will discuss the implications of containerized applications/infrastructures and their impact on the enterprise. In a real world example based on Kubernetes, he will show how to ...
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTrend processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.
Established in 1998, Calsoft is a leading software product engineering Services Company specializing in Storage, Networking, Virtualization and Cloud business verticals. Calsoft provides End-to-End Product Development, Quality Assurance Sustenance, Solution Engineering and Professional Services expertise to assist customers in achieving their product development and business goals. The company's deep domain knowledge of Storage, Virtualization, Networking and Cloud verticals helps in delivering ...
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Most of us already know that adopting new cloud applications can boost a business’s productivity by enabling organizations to be more agile and ready to change course in our fast-moving and connected digital world. But the rapid adoption of cloud apps and services also brings with it profound security threats, including visibility and control challenges that aren’t present in traditional on-premises environments. At the same time, the cloud – because of its interconnected, flexible and adaptable...
In his session at @DevOpsSummit at 19th Cloud Expo, Robert Doyle, lead architect at eCube Systems, will examine the issues and need for an agile infrastructure and show the advantages of capturing developer knowledge in an exportable file for migration into production. He will introduce the use of NXTmonitor, a next-generation DevOps tool that captures application environments, dependencies and start/stop procedures in a portable configuration file with an easy-to-use GUI. In addition to captu...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining senso...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
In the next five to ten years, millions, if not billions of things will become smarter. This smartness goes beyond connected things in our homes like the fridge, thermostat and fancy lighting, and into heavily regulated industries including aerospace, pharmaceutical/medical devices and energy. “Smartness” will embed itself within individual products that are part of our daily lives. We will engage with smart products - learning from them, informing them, and communicating with them. Smart produc...
As ridesharing competitors and enhanced services increase, notable changes are occurring in the transportation model. Despite the cost-effective means and flexibility of ridesharing, both drivers and users will need to be aware of the connected environment and how it will impact the ridesharing experience. In his session at @ThingsExpo, Timothy Evavold, Executive Director Automotive at Covisint, will discuss key challenges and solutions to powering a ride sharing and/or multimodal model in the a...