AOL First Major Company to Certify Sales Staff With IAB Exam

By: Press Release | AOL

The Interactive Advertising Bureau (IAB) has announced that AOL is the first large-scale digital media company to require its entire sales team to take and pass the IAB Digital Media Sales Certification exam, marking a major milestone for this program, created less than a year ago. With today’s digital media sales roles requiring in-depth knowledge across a spectrum of ever-evolving standards, measurement guidelines and best practices, IAB launched the certification program as the first-ever professional benchmark for interactive advertising sales teams.

“AOL is dedicated to providing clients with the best digital advertising customer service, knowledge and innovation,” said Marta Martinez, Head Of Sales Strategy and Operations, AOL. “Customer service is a hallmark of AOL’s business, and fundamental to building a long-term relationship with our clients. By certifying all our sales employees and ensuring that they have a deep understanding of the interactive advertising platforms, technologies and capabilities that impact the industry, we are demonstrating our dedication to our clients and staying ahead of the curve.”

“The digital advertising space is booming,” said Michael Theodore, Vice President, Training and Development, IAB. “With competition at an all-time high for talent in the digital advertising space, to recognize those who have attained the requisite skills and intelligence needed to succeed. The IAB Digital Media Sales Certification is the professional barometer that all digital media companies should aspire to, and we are thrilled that an industry leader like AOL has been so proactive about adopting it.”

To receive the certification, digital sales professionals must complete an examination, which covers general comprehension of the interactive advertising ecosystem, selling digital media and analyzing campaign performance.

The certification knowledge areas include:

— Comprehending the digital advertising ecosystem
— Selling digital media
— Managing digital advertising campaigns
— Analyzing campaign performance

“With multi-screen advertising growing at such a continued rate and increasing in demand daily, it’s mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, Senior Creative Technologist, PointRoll, and member of the IAB HTML5 Working Group. “As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that’s ubiquitous in the ever-changing environment.”

No formal coursework is required to take the IAB Digital Media Sales Certification examination. Designed for salespeople with 2 to 5 years of experience in the digital industry, the exam is recommended for candidates who have a strong command of current industry issues, players, and operations, as well as a broad understanding of every major digital platform. The test costs $400 for IAB members and $500 for non-members.

The IAB worked with the fully accredited test development company Professional Testing, Inc. to create the content of the exam, alongside subject matter experts. All exams are administered through Pearson Testing Centers and are available worldwide.

Earlier this year AOL was one of only two companies selected for the IAB Award for Overall Sales Excellence, recognizing the company’s commitment to providing its clients with the industry’s best customer service.

For more information on the IAB Digital Media Sales Certification program or to register to take the exam during the next window, July 1 – 31, 2013, please visit

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