IAB Digital Media Buying & Planning Certification: Overview

IAB Digital Media Buying & Planning Certification
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Secure a Competitive Edge Among Media Buyers & Planners
With the Industry’s Only Globally Recognized Credential

When creating digital advertising campaign recommendations today, there is a vast multitude of channels, ad units, technology platforms, and partnerships available to select from, making planning and strategy more complicated than ever before. The IAB Digital Media Buying and Planning Certification demonstrates that media professionals have the base-line knowledge needed to perform in their role while meeting their client’s or brand’s needs in an effective and intelligent manner.

The program provides a deeper trust for clients who place their brand investment in the hands of their media agency representatives. The credential is also for marketers looking to showcase their understanding of the digital ecosystem to peers and employers.

This Certification instills confidence in media professionals, as well as their employers, when they demonstrate their comprehension of digital media and how it correlates to their strategic role. This program helps build careers and candidates secure jobs in the competitive marketplace.

IAB Digital Media Buying & Planning Certification: Overview 1 4A’s Members Receive Special Pricing

IAB has partnered with 4A’s to offer its members $100 off the IAB Digital Media Buying & Planning Certification Application.

Learn more »

Media Buyers Need Digital Education More Than Ever Before—Here’s What IAB Is Doing to Help  September 28, 2016
The IAB and 4A’s Launch an Exam to Gauge Your Digital Media Buying Knowledge Google is sponsoring part of the certification, ADWEEK, September 27, 2016

The IAB Digital Certification Programs have become industry benchmarks for success in Media Sales, Data, and Ad Operations. These credentials are globally recognized and have garnered more than 9,500 participants from  300+ of the industry’s leading media companies.

Who is the program for?
The IAB Digital Media Buying & Planning Certification was created for media and marketing professionals of all career levels across media buying, media planning, strategy, and analytics. This includes coordinators, managers, directors, and executives. See program eligibility requirements.

Digital Media Buyers and Planners work closely with Advertisers and Publishers to deliver exceptional service throughout the media buying lifecycle. They accomplish this by developing media objectives, creating strategic digital media plans, negotiating terms and conditions, and optimizing campaign performance while purchase audience targeted advertising space to deliver a designated marketing initiative. Successful and knowledgeable media professionals should have a fundamental understanding of these six areas covered in the exam:

  1. Collaborating on Campaign Briefs
  2. Executing Campaigns
  3. Managing Campaigns
  4. Creating Media Strategies
  5. Developing Digital Media Plans
  6. Educating Stakeholders

What’s the difference between a Professional Certification and a Certificate?

Companies committed to IAB Certification Include: AOL, Collective, Conde Nast, Cox Media Group, Discovery, Expedia, Extreme Reach, IDG, NBCUniversal, The New York Times, Pandora, Time Inc., Triad Retail Media, Univision, Yahoo, Valasis and more!

See what they’re saying

    I found the exam and preparation stimulating and challenging. As such, I'm proud to be IAB-certified.
    —Mark Warlaumont Director of News and Digital Media Sales, Bright House Networks
    It’s a great program and would highly recommend it to my colleagues across the industry.
    —Rich Fimbres Senior Multimedia Sales Representative, Bloomberg Media
    It keeps you up to date on digital information and what is happening in the industry...
    —Cheryl Baeszler Digital Sales Manager, Cox Media
    The IAB Certification has allowed me to understand the standards set in place...
    —Jinger Guerrette Account Executive, Time Warner Cable Media
    I have marketed myself and the companies that I have worked for with my IAB Sales Certification...
    —Alison O’Brien Nexstar Broadcasting
    This is definitely a certification I am recommending to my peers...
    —Tracy Dedeaux Digital Sales Manager, WVUE Fox 8
    The industry needs this kind of certification...
    —Marcos Christensen Senior Director Latam South Cone, comScore, Inc.
    I have learned so much and I'm so thankful that my company felt this was important...
    —Mandilyn Thompson Account Executive, Time Warner Cable Media Sales
    This is a great program and helps distinguish certified professionals as the best in the business...
    —Anna Patterson Digital Media Specialist, Cox Media Group
    Becoming IAB certified was a goal of mine...
    —Farrah Shultz Digital Media Account Executive, Triad Retail Media
    I'm very happy to have gone through the program...
    —Rob Noonan Sales Director, Digital Shopper Marketing, Conversant Media

View all testimonials ›


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