The IAB Digital Marketing and Media Foundations Certification (DMFC) is an entry level industry credential for professionals looking to enter the digital advertising industry. Individuals who earn the certification have demonstrated their knowledge and competency of digital advertising with capabilities in digital ad operations, sales, marketing, and data analytics. Individuals meeting eligibility requirements must pass a multiple-choice exam in order to qualify for certification and earn the DMFC designation.
An individual working in Digital Marketing and Media works closely with advertisers and agencies throughout the life of an advertising campaign. From forecasting inventory to reviewing insertion orders, to trafficking and delivery, a professional working in digital advertising can take on many roles. This includes providing quality assurance, logging traffic, pulling campaign reports, entry of proposals, and reviewing the status of campaigns to optimize their performance, while assisting the Ad Sales, Ad Ops, Marketing, and Product teams in formulating media plans.
Successful and knowledgeable Digital Marketing and Media professional should have a fundamental understanding of these six areas covered in the exam:
- Comprehending the Digital Advertising Ecosystem
- Gathering Pre-Campaign Information
- Executing the Campaign
- Monitoring the Live Campaign
- Identifying Troubleshooting
- Campaign Reporting and Analysis