IAB Launches Data Program To Aid Digital, Marketing Execs

From social engagement to geo-tracking, the Interactive Advertising Bureau is offering a life preserver to digital marketers sinking in a sea of data.

The IAB on Monday unveiled a Digital Data Solutions Certification Program, which will help digital media and marketing professionals with the finer points of data management.

“Data has become increasingly important as the new currency of digital advertising,” said Michael Theodore, SVP of learning and development and GM of the IAB’s Education Foundation.

The new program covers data analytics, establishing data policies, managing data supply, creating data products, developing client data solutions and activating data integrations.

Including “data solutions providers [is] an important step towards developing a consistent professional standard,” Khurrum Malik, head of North America product marketing at Facebook and co-chair of the IAB Data Council, stated.

Experian Marketing Services has signed on as first company to put its current ad operations and programmatic teams -- as well as new talent -- through the certification program.



By the IAB’s count, about 4,000 professionals are presently enrolled in its various certification programs. Other programs include digital ads sales and digital ad operations.

The data solutions program does not require any formal coursework, although the IAB is planning on offering both basic and advanced data classes in the near future.

The certification test costs $500 for IAB members and $750 for nonmembers.

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