Welcome!

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
"Storpool does only block-level storage so we do one thing extremely well. The growth in data is what drives the move to software-defined technologies in general and software-defined storage," explained Boyan Ivanov, CEO and co-founder at StorPool, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
ChatOps is an emerging topic that has led to the wide availability of integrations between group chat and various other tools/platforms. Currently, HipChat is an extremely powerful collaboration platform due to the various ChatOps integrations that are available. However, DevOps automation can involve orchestration and complex workflows. In his session at @DevOpsSummit at 20th Cloud Expo, Himanshu Chhetri, CTO at Addteq, will cover practical examples and use cases such as self-provisioning infra...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory? In her Day 2 Keynote at @DevOpsSummit at 21st Cloud Expo, Aruna Ravichandran, VP, DevOps Solutions Marketing, CA Technologies, was jo...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Blockchain. A day doesn’t seem to go by without seeing articles and discussions about the technology. According to PwC executive Seamus Cushley, approximately $1.4B has been invested in blockchain just last year. In Gartner’s recent hype cycle for emerging technologies, blockchain is approaching the peak. It is considered by Gartner as one of the ‘Key platform-enabling technologies to track.’ While there is a lot of ‘hype vs reality’ discussions going on, there is no arguing that blockchain is b...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, discussed the b...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
Is advanced scheduling in Kubernetes achievable?Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configurations? In his session at @DevOpsSummit at 21st Cloud Expo, Oleg Chunikhin, CTO at Kublr, answered these questions and demonstrated techniques for implementing advanced scheduling. For example, using spot instances and co...
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
The use of containers by developers -- and now increasingly IT operators -- has grown from infatuation to deep and abiding love. But as with any long-term affair, the honeymoon soon leads to needing to live well together ... and maybe even getting some relationship help along the way. And so it goes with container orchestration and automation solutions, which are rapidly emerging as the means to maintain the bliss between rapid container adoption and broad container use among multiple cloud host...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.
The need for greater agility and scalability necessitated the digital transformation in the form of following equation: monolithic to microservices to serverless architecture (FaaS). To keep up with the cut-throat competition, the organisations need to update their technology stack to make software development their differentiating factor. Thus microservices architecture emerged as a potential method to provide development teams with greater flexibility and other advantages, such as the abili...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.