IAB Singapore's Programmatic Skills Development Programme Launched

Programmatic Skills Development Programme Launched To Address Adtech Skills Demand

Sudipto Ghosh

March 21, 2018

Specialized Programmatic Skills Development in Digital Capabilities Is One of the Key Pillars of the Professional Services Industry Transformation Map

Interactive Advertising Bureau Singapore (IAB Singapore), Workforce Singapore (WSG) and Economic Development Board (EDB) have announced the launch of the Adapt and Grow Professional Conversion Programme (PCP) for Programmatic Advertising. The new program would help in meeting the growing need for talent with programmatic advertising skill sets.

IAB Singapore, WSG, and EDB Have Stepped up to Deliver Programmatic Skills

At the time of this announcement, Miranda Dimopoulos, CEO, IAB Singapore, said, “The overwhelming majority of our members have told us that talent sourcing, training, and development for programmatic are their biggest challenges. IAB Singapore, WSG, and EDB have stepped up to deliver with the launch of the Adapt and Grow PCP for Programmatic Advertising. It is key that we listen and tailor our approach not only to our members but to regional industry requirements as well.”

Specialized skills development in digital capabilities is one of the key pillars of the Professional Services Industry Transformation Map. The Adapt and Grow PCP for Programmatic Advertising, which combines classroom and on-the-job training, would help mid-career entrants undergo skills conversion and become certified programmatic advertising professionals.

The course was developed through research and interviews with industry stakeholders, ranging from business leaders to graduates from other commercial programmes, to ensure its relevance.

Interested mid-career Singaporean Citizens and PR with two years of work experience may apply, with the first intake slated for early June 2018. Successful candidates will be placed with participating employers and undergo training for six months.

Latest Program Aimed at Developing a Highly Skilled and Sustainable Workforce with Programmatic Skills

Clarence Chua, Director of Professional Services, EDB said, “For Singapore to succeed as a global digital marketing hub, we need to build capabilities with agility in high-growth areas such as programmatic advertising, marketing analytics, and creative technologies. In this regard, the Professional Conversion Programme for Programmatic Advertising is a testament to the industry’s leadership and commitment to scaling digital marketing solutions and accelerating the upskilling of our professionals. We look forward to partnering the industry in more of such programmes.”

As a connected network, they truly represent the evolving online ecosystem in this region and offer world-class expertise to position Singapore as the digital business hub of the SEA. Their vision is to be the primary resource to grow investment in digital advertising.

Kenneth Wong, Director, Creative and Professional Services Division, WSG said, “We encourage employers to tap into the various manpower sources available in the labor market as they strive for sustainable economic growth and meet manpower needs. The development of the Adapt and Grow PCP for Programmatic Advertising is a timely step in the right direction as we help mid-career Singaporeans take on new job opportunities and support the industry to build a robust, highly skilled and sustainable workforce.”

Singapore at the CENTER of the Fast-Paced Evolution of Programmatic

Laura Greally, Education Director of IAB Singapore noted, “I’ve seen that across the entire ecosystem there is a huge need for talent who understand not only programmatic but also where programmatic fits as part of a wider digital landscape. I’ve seen first-hand the fast-paced evolution of programmatic in this region and I passionately believe that this program will develop the leaders of tomorrow who will continue to innovate, adapt and grow the industry in Singapore.’

Working with a variety of partners across the digital landscape, IAB Singapore has successfully established strong credibility and track record of meaningful work over the years, built upon on the strength of its Board and Committees.

Launching the IAB training series in 2014, the organization has trained over 8,000 people in the region, attaining an overall membership satisfaction score of 4.7 out of 5 in 2017. The membership, comprising publishers, creative agencies, media agencies and tech platforms, has grown sevenfold in the last four years, reflecting the importance of digital in the region.