Since joining IAB in 2014, Babcock has played a key role in the success of the IAB certification and learning portfolio, which includes Digital Media Sales, Digital Ad Operations, and Digital Data Solutions certifications. She has been a primary driver behind the growth of these programs, which now boast 9,500 participants from 40 countries and over 300 corporate partnerships.
In addition to overseeing the certification programs, in her new role Babcock will assume responsibility for the development and launch of global skill development programs, research, thought leadership seminars, best practice recognition programs, and more.
"Much of the research that we are seeing today spotlights the need for a stronger talent pool in order to sustain the rapid expansion of the media and marketing industry,” said Patrick Dolan, Executive Vice President and COO, IAB. “The IAB continues to address this challenge through its IAB Certification Program, the only accredited industry credential for digital media professionals. Christa will play an integral part in the growth of certification and its corresponding training activities, as well as identify new programs that will help to reduce the talent gap in our industry.”
“I look forward to leveraging my expertise in digital media and partnership development to deepen our relationships with our members and partners to transform critical business teams while helping to solve for what’s next in the digital advertising industry,” added Babcock.
Prior to joining IAB, Christa Babcock led mobile customer acquisition and partnership development efforts at Zinio, living and working in both Europe and the United States. She also worked for SiriusXM Radio, holding roles in both marketing and operations. Babcock has a BA with distinction from Bryant University and is currently attending MIT Sloan’s EMBA program for global leaders.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.