This new certification is vital for businesses in ad ops as it is a sector which demands a critical eye and data expertise due to the industry being largely dependent upon data driven marketing techniques, such as programmatic buying and selling.
The overall aim of this certification is to lay the foundation of guidance to all marketers, publishers, vendors and agencies, ensuring they have the expertise required to make interactive advertising much more efficient.
Experian becomes the first to try out the certification
Experian Marketing Services – the leader in data analytics and marketing technology – will become the very first organisation to put their ad operations in London along with their programmatic teams through the programme.
Why have Experian decided to take part in this new certification? Due to the complex amount of information readily available today, advertisers need clarity and assurance and this, they believe, will be gained through the IAB certification.
With data convergence fast becoming the most important change to be made in marketing and advertising since the digital revolution, the IAB programme is set to teach ad operations in UK businesses the skills required to achieve their goals in the new digital media world.
Ad operations teams need to stay ahead of the game
This new IAB certification is without a doubt a clear reminder that ad operations in UK organisations must stay ahead of the game and remain up to date with the latest tools and trends spanning the data landscape.
The new IAB programme will teach such professionals the following:
· How to establish data policies
· Managing data supply
· Creating data products
· Development client data solutions
· Activating data integrations
· Data analytics
The course won’t include any formal coursework however, the IAB are planning on offering basic and advanced data classes in the upcoming future to ensure that all ad operations in UK organisations are up to date.
The IAB recommend these classes for all individuals with at least two years experience in the data analytics field and those who are required to possess broad skills and abilities in understanding data lifecycles and security.
The future for ad operations in UK
This new IAB certification is just the first step into the future for the world of ad ops, simply because it ensures that each and every individual involved in the ad operations in UK sector is equipped with the information and tools to manage data and data products in today’s digital world.
With ad operations in UK firms becoming increasingly important to the business ecosystem, it’s crucial that each member of the team has the knowledge and skills behind them.