IAB Australia brings media buyers up to speed on digital offerings
IAB Australia has expanded its industry education offerings with two modules on digital audio buying and programmatic DOOH buying, aiming to bring the industry up to speed in emerging areas.
The program is also planning on releasing two retail media modules next month, and modules focused on understanding digital ad fraud and data to be released later in the year.
The modules are developed by industry leaders across IAB councils and working groups which include media owners, agencies, and ad tech organisations.
CEO of IAB Australia, Gai Le Roy, said trade associations including Commercial Radio & Audio (CRA) and the Outdoor Media Association (OMA) were also involved as members of the working groups.
“The main thing is getting all markets as educated as possible on these different emerging areas,” Le Roy told Mumbrella. “It’s in our members’ best interest to make sure that everyone’s excited and educated around these topics.”
The foundations of programmatic DOOH buying module will include know-how on trading methods, audience targeting, measurement, brand impact and a wide range of local case studies.
Meanwhile, the foundations of digital audio module will provide information and examples on a range of topics including understanding various platforms, crafting compelling creatives and leveraging measurement techniques.
Students can undertake the programs in their own time and will be guided through the content and undertake a short exam to test their knowledge allowing them to add a new credential to their resume.
Those who complete these free foundation programs are encouraged to challenge themselves further by completing the first co-design industry and academia micro-credential courses, which were launched in October last year.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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