NEW YORK--(BUSINESS WIRE)--The Interactive Advertising Bureau (IAB) today officially launched a training program geared for digital media buyers and sellers—“Programmatic 360: Automation Decoded”—an intensive educational course developed by industry authorities from companies such as LiveRamp, CBS Interactive, and Pandora. The course will provide detailed insights into the processes, tools, and strategic capabilities required to succeed in the rapidly growing arena of programmatic advertising. After a three-month trial period to hone the syllabus, the program is now available online and in classroom settings, and is designed for account managers, media planners, media buyers, sales teams, traders, operations teams, and those that manage and support them.
The curriculum reviews the history of programmatic advertising, exploring its development into a vital practice in today’s digital marketing landscape. It looks at the evolving standards for programmatic transactions and the implications of header bidding on core buying and selling processes, while offering the IAB perspective on how programmatic will likely be redefined in the year to come.
Those who complete the course can expect to:
- Develop proficiency in programmatic technologies and tools
- Strategically assess investments in programmatic solutions
- Apply best practices to day-to-day management of campaigns and inventory
In addition, graduates will qualify for eight credit hours toward IAB certification or recertification status.
“There is no question that automation is key to the future of digital advertising—and those taking part in that future will need to navigate the ever-shifting programmatic ecosystem,” said Christa Babcock, Vice President, Learning and Development, IAB. “This comprehensive course will guide the buy and sell-side through the complex world of programmatic transactions, so they are prepared to take full advantage of the industry’s growing reliance on automation.”
Upcoming “Programmatic 360: Automation Decoded” in-person classes will be offered in New York City on February 22th and in San Francisco on May 16th. The program is also available online for students to access content globally. To view the complete syllabus and information on how to register to take the course online or in-person, go to iab.com/programmatic360.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are 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., 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 San Francisco office.