Digital Buying and Planning Certification Prep

Training - Online

$299 - IAB Members

$399 - Non-Members

Media success requires consultative, critical-thinking marketing experts who drive reach to the largest possible target audience while decreasing related costs.

The IAB Digital Media Buying & Planning Certification Prep Course is a recorded webinar series designed to help media and marketing professionals, including those preparing for the DBPC exam, to plan, execute, and monitor digital media campaigns that better meet client and stakeholder objectives.

The course covers the DBPC Exam Blueprint’s six focus areas: collaborating on campaign briefs, creating media strategies, developing digital media plans, executing campaigns, managing campaigns, and educating stakeholders.

Learners build fluency in first-, second-, and third-party data use, the programmatic ecosystem, RFP and IO negotiation, and essential media math. The course also teaches critical campaign management techniques including live optimization, troubleshooting, attribution modeling, and stakeholder education while addressing industry compliance and brand safety standards.

Each module includes practice exam questions to help prepare for the DBPC exam.

Note: Exam registration fees are separate from the online course registration. Please note that online courses cannot be refunded or transferred. Additional exam information can be found at IABcertification.com.

Discussion Topics

Digital media planners and buyers, including those preparing for the DBPC Certification exam, who are involved with planning, negotiating, buying, implementing, and executing digital media campaigns and want to understand how to optimize performance throughout the campaign lifecycle.
Brand marketers and media representatives seeking in-depth industry knowledge to inform their marketing plans and enhance their strategic buying and planning skills.
Job seekers and media professionals looking to build credibility and trust with prospective industry employers and stakeholders by demonstrating fluency in digital media buying strategy and a commitment to professional development.

Topics covered include:

Collaborating on Campaign Briefs
Creating Media Strategies
Developing Digital Media Plans
Executing Campaigns
Managing Campaigns
Educating Stakeholders

FAQ

Analyze the Programmatic Ecosystem and Transaction Paths

You’ll be able to distinguish the roles of DSPs, SSPs, and Ad Exchanges, and determine the appropriate buying path and platforms to optimize targeted reach.

Develop Audience Data and Measurement Strategies

You’ll be able to differentiate first-, second-, and third-party data sources, design tagging frameworks, and select attribution models to support performance evaluation.

Apply Media Pricing and Financial Forecasting Models

You’ll be able to use essential media math, assess budget alignment, and forecast outcomes to drive reach while decreasing costs.

Evaluate Compliance, Verification, and Vendor Capabilities

You’ll be able to apply viewability and brand safety standards and use structured RFP scorecards to assess vendor proposals and professional ethics.

Optimize Programmatic Campaign Performance

You’ll be able to analyze live delivery, shift budgets, and refine targeting parameters to improve efficiency and educate stakeholders through reporting and POVs.