IAB Introduces Digital Ad Operations Certification Program

Operative & Theorem Sign Up To Require Certification for Their Ad Ops Teams

First Testing Window Opens October 15, 2013

NEW YORK – As with the IAB Digital Media Sales Certification Program, launched in 2012, the Digital Ad Ops Certification Program, introduced by the Interactive Advertising Bureau (IAB), is expected to quickly become the benchmark for ad ops professionals across the digital media industry.

“This new certification is designed to test digital ad operations professionals’ mastery of the intricate processes that drive digital marketing”

This new certification is the first credential of its kind in the advertising technology arena designed for professionals at digital publishers, advertising agencies, trading desks, demand-side platforms, supply-side platforms and exchanges. It offers a rigorous test to assess candidates on their depth and breadth of knowledge regarding industry standards and best practices in the complex interactive landscape.

The IAB Digital Ad Ops Certification exam measures professionals’ proficiency in seven primary areas in digital media including:

  • Executing a campaign launch
  • Managing live campaigns
  • Managing emerging technologies
  • Creating, maintaining, and documenting product offerings
  • Managing incidents
  • Inventory management and integrity
  • Managing client and partner relationships

The exam and certification program were developed by the IAB in conjunction with Professional Testing Inc., along with experts from IAB member companies, including ADTECH, AOL, Carat, Disney Interactive, Facebook, FreeWheel, Google, Hulu, MediaCom, Mindshare, NBCUniversal, Operative, Pandora, Pictela, Pointroll, Rubicon Project, Theorem, Tribune Digital, Universal McCann and Univision Communications. IAB also worked directly with specialists from advertising agencies, including Carat, Universal McCann, Mindshare, and MediaCom, to incorporate their distinct perspectives on the ad ops role.

Underscoring the importance of this type of accreditation, Operative and Theorem are the first companies to require their ad ops teams to take and pass the exam.

“As the complexity of digital media buying and execution continues to increase, the importance of ad operations grows exponentially larger,” said Lorne Brown, President and CEO, Operative. “The expertise of Operative’s ad operations team is a hallmark of our company, and we are excited to participate in this certification program to exercise our knowledge in this space and to affirm our commitment to continuing education that supports future advertising developments.”

“Effective ad operations are critical to the success and growth of the digital advertising marketplace,” said Jack Demetris, Senior Vice President, Strategy and Business Development, Theorem. “All of our ad ops professionals are relentless about keeping ahead of the curve, so it is high time that they are recognized accordingly, and this new benchmark will allow them to do just that.”

“This new certification is designed to test digital ad operations professionals’ mastery of the intricate processes that drive digital marketing,” said Michael Theodore, Vice President, Training and Development, IAB. “Moreover, it marks the first time that publishers and agencies have come together to create an industry credential, which is why this program speaks effectively to a range of stakeholders. And, as we have seen with the success of the IAB Digital Media Sales Certification exam, this certification will not only provide a much-needed ‘stamp of approval’ for those currently on the job, but also serve as a guidepost for internal evaluations and hiring practices.”

To receive the certification, ad operations professionals must complete a 100-question multiple choice examination, independently administered by Pearson VUE. The first examination window opens up from October 15 through November 15, with additional windows slated for January, April, July and October of 2014. Candidates for the Ad Ops Certification program can apply for the exam beginning today, at iab.net/certification/adops/register.

To be eligible, participants must have a minimum of two years of experience in digital ad operations. There is no formal coursework or training required to take the exam. The cost for IAB members is $500 and $750 for non-members.

In order to keep up with the pace of the ever-changing digital media arena, certificate holders must meet continuing education requirements every two years to keep their credentials active.

For more information, please visit iab.net/certification/adops.

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 iab.net.

Via Ad Operations Online

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.