IAB Launches Programmatic Training Program for Marketers, Media Buyers & Ad Sales Professionals

By MTS Staff Writer On Feb 7, 2018

‘Programmatic 360: Automation Decoded’ Taps Into Industry Experts for the Skills and Tools Needed to Master the Programmatic Landscape

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.

“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”

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.”