IAB professional development

Take your programmatic advertising skills to the next level.

Our immersive microcredential course is tailored specifically for digital marketing, advertising, and advertising trading professionals who want to stay ahead of the curve and excel in this fast-paced industry.

 
With a focus on real-world applications, our course will teach you how to evaluate the programmatic ecosystem, leverage data and analytics for digital media strategy and campaign optimisation, and activate the right solutions using the appropriate DSP. Plus, with our effective measurement techniques and client brief response exercises, you'll gain the skills and knowledge needed to excel in a digital advertising planning or trading role. 

Enhance your digital advertising proficiency with technologies and strategies for maximising revenue from online content and audiences.

With a focus on digital advertising operations, our microcredential offers the essential skills required to succeed in the constantly evolving digital landscape.

Enrol now and gain a seller's perspective from publishers, media owners, and ad networks to maximise revenue and value generated from your content, audiences, and advertising opportunities.
With expert guidance, you'll explore inventory forecasting, IO approvals, campaign set-up, and targeting, and learn how to navigate different ad products and environments to drive results. You'll also gain the skills needed to make recommendations for campaign optimisation, post-campaign reporting, and ongoing product improvement processes.

 
Who is this microcredential for?
This microcredential is for digital marketing and advertising operational professionals who are involved in or looking to transition to digital advertising operations.

Syllabus
Week 1: Digital advertising fundamentals and the ad technology ecosystem
Our course starts with an introduction to digital advertising fundamentals, covering the basics and providing a strong foundation for advanced learning. We then explore the advertising technology ecosystem giving you the knowledge and skills needed to make informed digital advertising operational decisions.

Week 2: Publisher advertising server
In Week 2, we explore the process of delivering an online ad that involves ad calls and website structure, which determine where and when an ad is shown. We further explore campaign setup and ad server priorities and how they play a key role in ensuring that the right ad is shown to the right person at the right time. We will consider integration with the publisher ad server critical for successful ad delivery. Finally, we will explore yield management, insertion orders, and forecasting availability - the essential elements of the process that help maximise revenue and ensure that ad space is used effectively.

Week 3: Products, processes and partners
Week 3, we look at how to work with Supply Side Platforms (SSPs) and Ad Servers to maximise revenue generation and manage campaigns effectively. You will also learn the importance of data analysis and utilisation, giving you a competitive edge in the industry. Additionally, delve into the critical topics of viewability and verification, ensuring your campaigns meet industry standards and provide maximum value to your clients.

Week 4: Campaign launch and management
In Week 4, we will be exploring the essential skills required for campaign launch and management, including forecasting, campaign setup, and considerations for different ad formats. You'll also learn about reporting and optimisation, giving you the tools you need to monitor and analyse campaign performance and make data-driven decisions to improve results.

 
Week 5: Post campaign and ad tags in detail
In our final content week, Week 5, we will cover post-campaign and ad tags in detail, giving you a comprehensive understanding of the final considerations for ad operations. We will also delve into analysing campaign performance, generating reports, and making data-driven optimisation decisions. By the end of this week, you'll have the tools and knowledge needed to launch, manage, and optimise successful digital advertising campaigns.

Week 6: Assessment, summary and next steps
Our comprehensive course concludes with guidance on assessment preparation, giving you the tools and strategies needed to ace your practical assessment and unlock your full potential.
Whether you're a seasoned student or new to the world of academia, our approachable and practical approach to assessment preparation will give you the confidence and skills needed to succeed.

Assessment:

Your assessment task is provided within the course. You will review and update spreadsheets and provide two video presentations as your submission.

 
Enrol today!
Enrolment for this microcredential is open.

Pricing (non-promotional):
IAB members: $999 (including GST) - click to register, enrol, and pay

Non-IAB members: $1,375 (including GST).Non-member registration and enrolment is via FutureLearn website:
Programmatic advertising and trading
Digital advertising operations

(Payment methods include: Credit or Debit card, PayPal and Google Pay)

Still want more information? Contact us via our Register Interest page.