Join more than - IAB · Join more than 9,000 digital media professionals participating in IAB Certification 1st PROGRAM IN DIGITAL ... About the Digital Media Buying and Planning

Join more than 9,000 digital media professionals participating in IAB Certification

1st PROGRAM IN DIGITAL ADVERTISING ACCREDITED BYA

s a media and advertising professional today, not only do you need to stay current on the latest trends, tools, measurement tactics, and technologies, but you need to prove your knowledge and credibility to

clients, employers, and peers.

IAB Certification programs establish and measure the baseline digital industry knowledge required for digital advertising professionals. Created by industry subject matter experts and a leading test development company, the certification programs are managed by an independent Certification Commission.

RECENT IAB SALES CERTIFICATION HOLDERS*

AGENCIES AND MEDIA BUYERS**

would recommend IAB Digital Media Sales Certification to a colleague in advertising media sales

prefer to work with a media sales person who understands analytics, campaign management and performance metrics in digital media

84%

said the program expanded their working knowledge of digital media

of agencies and media buyers prefer to work with a media sales person who stays educated in digital media regularly

*Source IAB Certification Sales Certification Survey Jan 2016 **Source IAB Certification Agency Survey Dec 2014

LEADING DIGITAL COMPANIES HAVE COMMITTED THEIR TEAMS TO THE PROGRAM INCLUDING

91%

86% 81%

300+

2 | C a n d i d a t e H a n d b o o k

i. Introduction

Welcome! Thank you for your interest in the Digital Media Buying and Planning (DBPC) certification offered by the Interactive Advertising Bureau (IAB). This certification is a defining industry credential for digital media buying and planning professionals. Individuals who earn the certification have demonstrated their knowledge and competency in the content areas outlined in the DBPC Exam Blueprint, and are dedicated to upholding high standards of ethical and professional practice in the industry. This handbook contains the application procedures, requirements for eligibility to sit for the certification examination, and the policies that guide the decisions on certification. The Digital Media Buying and Planning Certification is governed by the Founding Commission on Certification, an independently appointed body with sole responsibility for the initial governance of the certification program and related certification decisions. The Founding Commission on Certification (henceforth “Commission”) was established to provide advice and guidance to the certification program, outreach to the industry, and to clearly separate the functions and decisions of certification from other IAB programs, goals, and membership requirements. This practice is common in professional certification programs developed under the auspices of a parent organization in order to prevent both the appearance of, and real conflicts-of-interest from emerging. This practice also assures that all certification decisions and practices are made in accordance with certification program requirements and are not linked to other Association programs or membership requirements. While the certification program evolves, it is expected that the governance structure will do so as well; however, the separation of certification from other Association activities will remain the practice. The certification program is administered by the IAB staff headquartered in New York, NY.

IAB is dedicated to offering a certification program that is credible and based on best certification practices; it is a long-term goal of IAB to seek accreditation of the DBPC program under ISO/IEC 17024 Conformity Assessment—General Requirements for Bodies Operating Certification of Persons administered by the American National Standards Institute (ANSI). In an effort to meet accreditation requirements, IAB offers a full-scope certification program that is comprised of the following key components:

• An independently operating governing body with policies and procedures guiding all decisions on certification • Eligibility requirements and application submission and review procedures • An examination testing the competency and knowledge requirements of digital media buying and planning

professionals today • Recertification requirements for maintenance the credential • A Code of Ethics all DBPCs must abide by and uphold • Complaints and disciplinary procedures.


IAB has spent considerable time and resources to develop a certification program of integrity, balancing the interests of all stakeholders served by the credential, including business, industry and the professions. In developing the program requirements, IAB has adhered to practices that assure the following important program outcomes:

• Validity of the certification examination • Fairness of the procedures associated with granting, maintaining, suspending and removing the certification • Establishment of requirements for qualifying to earn the certification • Establishment of the requirements for maintaining the certification • Assurances that the public trust is served through the certification program • Credibility in the administration and maintenance of the program.

The competency requirements of the IAB Digital Media Buying and Planning Certification examination emanate from a comprehensive job task analysis study which defines the job description for the Digital Media Buyer and Planner as follows:

A Digital Media Planner and Buyer is a consultative, critical thinking, marketing professional tasked with driving reach to the highest possible number of people in a selected target audience while decreasing related cost. Media Buyers and Planners discover, purchase and analyze advertising space and time for their clients. They also determine the best platforms to use to optimize targeted reach.

ii. Mission Statement

The mission of the Digital Media Buying and Planning Certification program is to provide a credible credential for business, industry and the professions, and to assure the credential establishes high standards of ethical and professional practice for the interactive advertising industry.

iii. Responsibilities of the Founding Commission on Certification

The Commission provides oversight to the governance of the certification program, and in conjunction with IAB certification personnel is responsible for the following program components:

1. Develop and implement policies and procedures to assure the operation and administration of the certification program are executed in conformance with best certification practices.

2. Provide oversight to the development and administration of a legally defensible, valid and reliable certification examination.

3. Provide oversight to the development of all program components, including but not limited to: eligibility criteria, recertification requirements, ethics and disciplinary procedures.


4. Appoint standing and subcommittees as required to support all program components and maintain a cadre of qualified subject matter experts to participate in all aspects of the program, including but not limited to: developing examination content, item writing, maintaining reliability and validity of the examination, establishing eligibility and recertification requirements, investigating complaints, upholding the Code of Ethics, assuring fairness and due process, and selecting qualified individuals for service.

5. Secure experts in test development to assure the examination is legally defensible, reliable, and valid and maintained according to industry standards in test development and measurement.

6. Assure the security of the certification examination and the intellectual property associated with the credential.

7. Establish and implement the Code of Ethics required of certificants and administer the disciplinary program.

8. Make readily available to applicants, candidates and certificants all policies, procedures and related program information relevant to earning and maintaining certification.

iv. General Information

IAB is committed to administering a valid, reliable, legally defensible and sound examination. To assist in the process, IAB has contracted with Professional Testing, Inc. to provide expertise and guidance in examination development, administration, maintenance and scoring of the examination, and to assure all program components are developed in accordance with best certification practices. The examination is computer-based and administered at a network of secure test sites owned and operated by Pearson VUE worldwide through its testing partner, Professional Testing, Inc. Examinations are offered during four annual testing windows. Specific testing windows are located in the certification website at www.iab.com/certification/faq.

Successful achievement of a passing score on the DBPC certification examination is required for an individual to earn the DBPC designation. Each candidate must meet the eligibility requirements to qualify for the exam, and must agree to uphold and abide by the Code of Ethics in order for certification to be awarded. Certification is awarded for a period of 2 years; therefore DBPCs must recertify every 2 years in order to maintain the designation. DBPCs must also remain in good standing which means they must be current in all fees and not be found in violation of the Code of Ethics. Failure to comply with these requirements may result in certification being withdrawn from the individual.

The IAB staff has developed this candidate handbook to describe all aspects of the certification process and assist candidates in preparation for the exam. This handbook contains an overview of exam content, eligibility criteria, information on registering for the exam, guidelines for taking the exam, relevant policies and requirements, and links to the application and other relevant information.

http://www.iab.com/certification/faq


All exam applications, score reports, requests for special accommodations, and general inquiries about the Digital Media Buying and Planning Certification are handled by the IAB staff, headquartered in New York, NY. Direct all inquiries to:

Certification Department Interactive Advertising Bureau (IAB) 116 East 27th St, 8th Floor New York, NY 10016 E-mail: [email protected] Phone: (212) 380-4700

mailto:[email protected]


Table of Contents

I. IAB Digital Media Buying and Planning Certification Application and Exam Processes Summary

II. About the Digital Media Buying and Planning Certification—Requirements and Exam Information

III. Preparation for the Examination

IV. Policies Related to the Digital Media Buying and Planning Certification Program


I. IAB Digital Media Buying and Planning Certification Application and Exam Process Summary Please note the following summary of important steps in the application and exam administration process:

Applying for the Digital Media Buying and Planning Certification Examination All applications must be made online. Applicants may apply for the DBPC examination by using the link on the IAB website at www.iab.com/topics/certification/.

Applications must be completed in full, signed, and accompanied by the application fee and exam fee. Applicants must submit the signed Consent Statement and other supporting documentation as a condition of accepting the application and meeting the eligibility requirements.

Applicants will be notified by IAB if information is insufficient or incomplete on the Application or in any of the supporting documents. The Application is reviewed again when incomplete or missing documentation is received. Note: Failure to submit the completed application by the deadline may delay scheduling the exam and missing an examination window.

Eligibility Requirements Applicants must meet the eligibility requirements at the time the application is submitted:

Two years of work experience in digital media buying or planning.

Scheduling Your Exam When approved, candidates are authorized to sit for the examination. Once an application has been approved by IAB, the candidate will receive e-mail notification with instructions on how to register for the exam. Candidates will receive an “Authorization to Test (ATT)” email which will include your 20-character Candidate Identification Number, which you will need to schedule your exam. You must bring your confirmation e-mail from to the test site.

Once you have been notified that you are eligible to take the exam, you must schedule and take your exam within 6 months or your application and examination fees will be forfeited.

You may schedule online or by phone.

To schedule online, go to http://www.pearsonvue.com/iab and click on “Schedule Online.” You will be prompted to create a login and password and then schedule your test.

To schedule by phone, go to http://www.pearsonvue.com/iab and click on “Schedule By Phone” to find the phone number and hours of operation for the call center for your country. When you call, a customer-service agent will work with you to find the testing center or centers nearest you and a time that is convenient to you.

You are urged to schedule your test as soon as convenient after your application is approved. Your authorization to test will be valid for approximately 6 months (two testing windows) from the date of approval; after that it will be necessary to reapply and pay a new application and examination fee.

http://www.pearsonvue.com/iab

http://www.pearsonvue.com/iab


In the event that you are deemed ineligible to take the exam upon review of your application and supporting documentation, your exam fees will be refunded but your application fee will be forfeited.

Admission to the Testing Center Once you have made your exam appointment, you will receive a confirmation email from Pearson VUE. The email will confirm the address of the testing center; bring this confirmation e-mail to the testing center. Please arrive 15 minutes before your appointment. Late arrivals may not be accommodated; in that case, you will be considered a no show and have to pay the retesting fee to reschedule your examination.

You will need two forms of identification for admission: a primary ID and a secondary ID.

The name that appears on your two forms of identification must match the name under which you are registered to take the test. Do not register under a nickname! If you have done so, you must contact IAB well before your testing appointment to change the name on your record.

The following forms of ID are accepted as primary ID:

• Government-issued driver’s license • State/national identification card • Passport* • Military ID* • Alien registration card (green card, permanent resident visa) • U.S. Passport card • U.S. Dept. of State Driver’s License

* The primary ID must contain a photo and signature unless the signature is embedded in the identification. When this occurs the candidate must present another form of signature identification from the primary or secondary list.

The following forms of ID are accepted as secondary ID:

• Any ID on the primary list • Social Security card • Credit/bank ATM card (signature required).

At the testing center The IAB Digital Media Buying and Planning Certification exam in the United States and several other countries is offered in Pearson VUE’s network of over 250 Pearson Professional Centers. (Elsewhere, the exam is offered in comparable facilities known as Pearson VUE Select Testing Centers.) To take an online tour of a Pearson Professional Center (PPC), please visit http://www.pearsonvue.com/ppc/

http://www.pearsonvue.com/ppc/


The test administrator at the testing center will not allow test takers to take personal items with them into the examination area. Although locker storage is normally offered, it is best not to bring large bags, jewelry, electronics, and the like to the testing center. Consideration will be made for comfort items like pillows and tissues or medical necessities like crutches; the test administrator is required to inspect such items.

You will be given an erasable note board or a small notebook consisting of erasable and reusable pages for your use during the exam.

Biometrics As part of Pearson VUE’s test-security program, a palm-vein scan is required at all PPC and some Select PVTC centers. An electronic signature and digital photo is required at all centers.

Accommodations Candidates who require special accommodations must make a specific written request for the type of accommodation needed. The reason for the accommodation must be recognized under the Americans with Disabilities Act (ADA). The form to request accommodations is located at www.iab.com/certification/registration.

Cancellation, No Shows and Rescheduling the Examination You may cancel your scheduled exam (by phone or online) without penalty up to 24 hours before your appointment. You may make a new appointment without incurring a fee at the time you cancel or at some other time.

Unless you give 24 hours’ notice of cancellation, if you do not show up for your exam appointment, you will be considered a no show. Likewise, if you show up late and are not admitted, if you fail to present adequate identification, or if you refuse the nondisclosure agreement, you will not be allowed to take the test and will be considered a no show. You will be allowed to schedule a new test appointment upon payment of the retest fee.

Where to Test You can find a list of available testing centers at http://pearsonvue.com/iab.

Notification of Pass/Fail Status Score reports will be issued at the test site, followed by official notification of pass/fail status in writing within four weeks after the close of each testing window. Results are not provided over the phone. Exam results are only given to candidates or their legal representative. Exam results given to individuals other than the candidate must be requested in writing by the candidate.

Retaking the Examination Candidates who fail the exam may retake it; they must pay the retest fee each time. Candidates who fail may retake the exam an additional two times. After a third failure, the candidate will be required to sit out approximately 6 months and reapply as a new candidate and pay all applicable fees.

Contact Information Name and contact changes must be submitted to IAB at the address provided in this handbook. Failure to update your contact information may result in delays in receiving eligibility notices or examination results. Name changes must be accompanied by documentation such as court records.

http://www.iab.com/certification/registration

http://pearsonvue.com/iab


Awarding Certification Once you have passed the Digital Media Buying and Planning Certification examination, you will be notified by IAB regarding the steps you must take in order to be awarded Certification and to use the DBPC Designation.

II. About the Digital Media Buying and Planning Certification—Requirements and Exam Information About the Digital Media Buying and Planning Certification Examination

Individuals meeting eligibility requirements must pass a multiple-choice exam in order to qualify for certification and earn the DBPC designation. The exam consists of 100 multiple-choice questions and you have 2 hours to take the exam. Eighty questions are scored, and 20 are pre-tested for statistical purposes, but not scored. You are only scored on the 80 exam questions and only correct answers are counted. You will not receive feedback on the pre-tested questions.

Your test appointment is for two hours. You will have five minutes to agree to the nondisclosure agreement for the DBPC examination. Thereafter, you will have 1 hour and 55 minutes to take the exam. You are permitted to take a restroom break, however your break time counts in the 1 hour and 55 minutes allotted to test.

It is the policy of the IAB to develop examinations utilizing a psychometrically valid process. The examination was developed by subject-matter experts under the guidance of psychometricians (experts in measurement and test development) and is designed to measure the knowledge, skills and abilities required to perform competently as a digital media buyer and planner. The exam questions were written and edited by subject-matter experts working with test development experts. The passing point—or the score you need to achieve in order to pass—was also determined utilizing valid psychometric procedures. The IAB follows best practices in all of its test development activities and has a high degree of confidence that only those who meet the competency requirements pass the examination.

The Digital Media Buying and Planning Certification examination questions cover the knowledge in each of the domains in the examination blueprint. Candidates are encouraged to refer to the examination blueprint to become familiar with the content areas on the DBPC examination. Candidates may review the examination blueprint to assess their level of knowledge in each of the content areas, and to identify the areas in which they believe they need additional preparation. For convenience, an outline of the exam blueprint is provided in Section III below, and can also be downloaded in its entirety through a link on the following page: http://www.iab.com/topics/certification/ .

Application Fee Each application must be accompanied by a non-refundable application fee of $50.00. All fees must be paid in U.S. dollars.

Examination Fee The Examination fee for candidates whose companies are members of IAB is $400.00. Candidates from non-member companies pay a fee of $500.00. Exam fees are non-refundable, unless applicants are deemed ineligible to take the exam upon review of their application and supporting documentation. Individuals who fail the exam and wish to retake it, must pay a retake fee of $125.00 for IAB members and $175.00 for individuals from non-member companies. All fees must be paid in U.S. dollars.


On the Day of the Exam Candidates should report to the exam site on the day of the exam as instructed in their appointment confirmation email, and plan to arrive at least 15 minutes prior to the appointment time. Candidates must show their confirmation email and two forms of acceptable identification. The name on the ID must match exactly the name submitted on the application, or the candidate will be denied admission.

Questions concerning the content of the exam will not be answered during the exam. Listen carefully to the instructions given by the Proctor and read all directions thoroughly.

The IAB Digital Media Buying and Planning Certification examination is closed book. Therefore you will not be permitted to bring any materials into the testing room. You will be provided with a secure storage area to check your valuables.

The following items are NOT PERMITTED in the exam room:

• Dictionaries or other reference materials • Papers of any kind, except as provided by the proctor • Telephones, signaling devices such as pagers or cell phones • Alarms or recording/playback devices • Photographic or image copying devices • Electronic devices of any kind • Food or beverages

Exam Security All exam materials are the property of IAB. Removal of any material from the exam room by unauthorized persons is prohibited. Copyrights for the IAB exam are owned by IAB. Any attempt to reproduce or memorize all or part of the exam is prohibited. Any unauthorized disclosure, publication, copying, reproduction, transmission, distribution, or possession of the exam content or materials in any form may subject the individual to civil liability and/or criminal prosecution, removal of certification, and/or restrictions on future access to IAB certification examinations.

The Proctor may dismiss a candidate from the exam for any of the following reasons:

• If the candidate’s admission to the exam is unauthorized • If a candidate creates a disturbance or gives or receives help • If a candidate attempts to remove exam materials or notes from the testing room • If the candidate attempts to take the exam for someone else • If a candidate has in his or her possession any item excluded from the exam site as specified above • If a candidate exhibits behavior consistent with memorization or copying of exam items.


Hazardous Weather or Local Emergencies In the event of hazardous weather, or any other unforeseen emergencies occurring on the day of an exam, IAB will determine whether circumstances require the cancellation of the exam. Every attempt will be made to administer all exams as scheduled. Candidates will be given as much advance notice as possible.

Comments, Complaints and Appeals IAB shall provide candidates with an opportunity to provide feedback on the examination content and procedures regarding:

• The technical accuracy of the examination • Fairness in the administration of the examination.

A candidate who has a concern about administrative procedures at a testing site or who has observed a breach of security or other improper conduct during a test should submit a report in writing to the Certification Department of IAB within 5 calendar days after taking the examination.

A candidate who has a question or a concern about the reliability, validity, and/or fairness of the test may submit the question or concern in writing to the Certification Department of IAB no later than 5 calendar days after taking the examination.

IAB will not consider reports about improper test administration procedures or test content which exceed the 5 day deadline for doing so, or are not submitted in writing. You will not be allowed to take notes out of the testing center, so submit your concerns to IAB following the exam.

Summary of Scoring Process IAB establishes the minimum passing score for the DBPC examination utilizing acceptable psychometric procedures. The DBPC examination is criterion-referenced. The final passing score is established by a panel of subject-matter experts who determine the minimally acceptable level of competence for awarding the DBPC certification, and the passing score is applied to all test takers. You must achieve the passing score in order to pass the examination. There are no exceptions.

Score Reports Candidates receive their score report (pass/fail) at the test center. Successful candidates are notified that they have passed and are provided instructions for completing the certification process. Candidates who fail will receive a diagnostic report of their overall performance on each content area of the exam. This information is provided so you can see the areas of greatest weakness, and better prepare to retake the exam.

Cancellation of Scores IAB reserves the right to cancel any examination score if, in IAB’s professional judgment, there is any reason to question the score’s validity. Conduct which warrants score cancellation may include, but is not limited to: consulting study aids of any type during a testing session; copying from notes or from another examinee’s answers during a testing session; speaking or otherwise communicating with others during a testing session; copying, photographing, transcribing, or otherwise reproducing test materials; removing test materials from the examination site; aiding other examinees or receiving aid from anyone else; or having improper access to the DBPC examination content prior to the examination


administration. Engaging in such misconduct may disqualify the individual from all future examinations and from ever being certified. Significant score increases upon retesting may also be investigated to ensure the authenticity of results.

Appealing Exam Results Candidates who fail the exam may appeal their results within 30 days of receipt of the score report and must make this request in writing. IAB staff will review the response record and the determination will be communicated to the candidate within 60 days. The determination of IAB shall be final. Scores that are cancelled are not subject to appeal.

Code of Ethics and Disciplinary Policies The IAB is committed to upholding the highest ethical standards in the profession. Individuals who apply for certification are required to sign and return the DBPC Code of Ethics at the time of application. Individuals who are awarded the DBPC Designation are required to uphold and abide by the Code of Ethics as a condition of maintaining certification.

The Digital Media Buying and Planning Certification Code of Ethics is a statement of the required behaviors and responsibilities of certificants. Certificants found to be in violation of the Code of Ethics are subject to an investigation of the violation, which may result in sanctions. All sanctions are subject to appeal. Following the exhaustion of appeals, the outcome of investigations resulting in sanctions shall be made public, and the notice will include the name of the certificant, the Code(s) found in violation, and the sanction imposed.

The Code of Ethics was developed to safeguard the reputation of the organization, and in the interest of protecting the stakeholders impacted by the credential. The Code of Ethics may be accessed by clicking on the following link: www.iab.com/topics/certification/.

The Commission has established policies and procedures for investigating complaints filed against certificants. Any individual may file a complaint. All complaints will be reviewed, and if determined valid and actionable, will be investigated. Individuals who wish to file a complaint should contact IAB for information on how to proceed. Direct all inquiries to:

Certification Department Interactive Advertising Bureau (IAB) 116 East 27th St, 7th Floor New York, NY 10016 E-mail: [email protected] Phone: (212) 380-4700

Language the Exam is Given In The Digital Media Buying and Planning Certification examination is given in English only. Translation dictionaries and/or other translation aids are not permitted. All program materials are provided in English.

Training and Exam Prep Materials The certification program does not provide training or preparatory materials for the DBPC certification examination, nor does it offer or endorse training programs or preparatory courses. To do so would be a conflict of interest and a deviation from the stated purposes of the Commission.

mailto:[email protected]


As a courtesy to individuals interested in taking a certification examination, IAB may publish on its website courses for examination preparation it is aware of, or other courses that may assist candidates to prepare for the exam. IAB and the Commission do not endorse any person, product, resource or service as a means for achieving certification. Candidates are encouraged to plan their own course of study by reviewing the examination blueprint, identifying any areas of weakness, and securing the necessary resources to adequately prepare for the examination.

Confidentiality and Release of Information IAB staff will not release any information regarding a candidate’s examination application or examination performance to any employer, regulatory agency or any other person or entity that may inquire about such information unless it has obtained written permission from the candidate or certificant in question. Personnel associated with any aspect of the certification program may not disclose any information about a candidate or certificant unless authorized to do so.

IAB staff shall maintain an electronic directory of all certificants, and is obligated to release upon request, the names and certification status of individuals who have successfully completed the certification process.

Statement of Non-Discrimination The Commission does not discriminate among applicants, candidates or certificants on the basis on age, sex, race, religion, national origin, or marital status.

Recertification The DBPC certification is awarded for a period of 2 years. Certificants are required to recertify prior to the expiration of their certification. Certificants must comply with all recertification requirements. For further information on recertification, please visit click on this link: www.iab.com/topics/certification/.. IAB certification staff will send reminder notices. Certificants are encouraged to become familiar with the recertification requirements, which are a combination of continued work experience and professional development based on the concept of continued competence.

Trademarks and Copyrights The “Digital Media Buying and Planning Certification” and “DBPC” designations are the property of the IAB. Individuals who earn the DBPC credential may use these designations as long as the certification has not expired, been suspended, revoked or voluntarily relinquished. The certificate is the property of the IAB Founding Commission on Certification and must be returned to IAB upon request. Examination materials and publications are copyrighted and protected under U.S. law. IAB aggressively enforces the appropriate use of its property, and unauthorized use may result in sanctions or other penalties.


III. Preparation for the Examination

Digital Media Buying and Planning Certification Examination Blueprint

As you prepare for the DBPC certification examination, you are strongly encouraged to review the examination blueprint. The blueprint contains the major content areas on the exam, and the percentage of the exam each content area represents. For your convenience, the examination blueprint outline is provided below, and may also be downloaded in its entirety through a link on the following page: www.iab.com/topics/certification/.

A Digital Media Buyer and work closely with Advertisers and Publishers to deliver exceptional service throughout the media buying lifecycle. They accomplish this by developing media objectives, creating strategic digital media plans, negotiating terms and conditions, and optimizing campaign performance while purchase audience targeted advertising space to deliver a designated marketing initiative.

The following is a content outline for the IAB Digital Media Buying and Planning Certification examination. Successful and knowledgeable Digital Media Buyers and Planners should have a fundamental understanding of these six areas covered in the exam:

1. Collaborating on Campaign Briefs

2. Executing Campaigns

3. Managing campaigns

4. Creating Media Strategies

5. Developing Digital media plans

6. Educating Stakeholders

This blueprint shows what content areas will be tested, as well as their approximate weighting. (next pages)

Exam Blueprint for Digital Media Buyers and Planners Certification

iab.com/buyerscert [email protected]

Content Area Duties and Tasks # Items on

Exam Weight

A Collaborating on Campaign Briefs 13.0 16.25% 1 Establish Plan Parameters 3.0 3.75% 2 Develop Media Objectives 3.0 3.75% 3 Establish Buying Guidelines 3.0 3.75% 4 Confirm Available Assets 2.0 2.50% 5 Construct Planning Timeline 2.0 2.50% B Creating Media Strategies 15.0 18.75% 1 Conduct Campaign Research Activities 2.0 2.50% 2 Define Media Mix Allocation 3.0 3.75% 3 Collaborate with Creative Agencies 2.0 2.50%

4 Design Data Strategy and Measurement Plan

4.0 5.00%

5 Develop Strategic Recommendation for Brand

4.0 5.00%

C Developing Digital Media Plans 15.0 18.75% 1 Manage RFP Process 4.0 5.00% 2 Evaluate and Negotiate Media Proposals 5.0 6.25% 3 Forecast Media Returns 3.0 3.75% 4 Finalize Media Plan 3.0 3.75% D Executing Campaigns 17.0 21.25% 1 Negotiate Vendor Terms and Conditions 2.0 2.50% 2 Manage IO Process 3.0 3.75% 3 Kick-off Campaign 2.0 2.50% 4 Manage Trafficking and Tagging Process 4.0 5.00% 5 Manage Reporting Process 4.0 5.00% 6 Verify Campaign Launch 2.0 2.50% E Managing Campaigns 16.0 20.00% 1 Analyze and Optimize Campaign 5.0 6.25% 2 Troubleshoot Campaign 4.0 5.00% 3 Manage Flowchart Process 2.0 2.50% 4 Managing Digital Media Finances 5.0 6.25% F Educating Stakeholders 4.0 5.00% 1 Create Ad Hoc Reporting 1 1.25% 2 Construct Industry POVs 2 2.50% 3 Setup Media Days 1 1.25 Total 80 100%

Knowledge Required of Digital Media Buyers and Planners

Specialized Knowledge

Acceptance of third party tags and technology Accounting Ad formats Ad servers Ad serving verification systems Ad tech data work flow Ad technology Ad tracking Ad types Ad verification best practices Agency billing processes Agency fee structure Audience behavior Audience for POVs Available data resources Available metrics Available partners in the marketplace Available reach within each channel Available SMEs (e.g., media intelligence or forecasting, account analytics, programmatic)

Basic marketing fundamentals

Benchmarks Best practices in digital media terms and conditions Biddable landscape Brand benchmarks Brand billing terms Brand competitive set Brand data architecture Brand expectations Brand guidelines Brand history Brand responsiveness Brand safety best practices Brand savings goals Brand team's reporting expectations Brand verticals Brand's billing processes Brand's business trends Brand's finance process Brand's finance rules Brand's fiscal calendar Brand's goals Brand's or agency's existing contracts Brand's owned assets Brand's promotional calendar Brand's terms and conditions Budget tracking systems Buying models Buying system Campaign brief Campaign goals Campaign parameters Category trends Changes to the media plan Channel capabilities Channel mix Competitive sets Consumer behavior trends Contractual agreements Creative agency scope Creative assets Creative assignments Creative best practices Creative responsibilities Creative technology capabilities Creative testing best practices Data architecture Data sources Data strategy Digital ad pricing models Diminishing returns Execution feasibility Existing rate cards Flow of data Historical campaign context Historical performance of past campaigns How to pull a delivery report IAB's terms and conditions Industry benchmarks

Knowledge Required of Digital Media Buyers and Planners

Specialized Knowledge Industry best practices Industry data sources Industry jargon Industry knowledge Industry standards IO naming conventions IO software system KPIs Legal regulatory restrictions Licensing Licensing guidelines Logistical constraints Marketplace conditions Media buying platforms Media capabilities (i.e., what media is capable of achieving or scalability)

Media day subjects

media ecosystem function Media landscape Media math Media objectives Media placements Media plans Media platforms Media timelines Must-haves and must-nots Non-starters Non-working media costs (e.g., ad serving fees, DMP costs) Non-working media rates Organizational finance processes Organizational mandates that need to be included in RFP Other brand in-market activity Partner capabilities Path to conversion Path to purchase Performance benchmarks Plan parameters Previous creative executions Pricing benchmarks Project timeline Publisher guidelines and policies QA checklist Regulatory compliance standards Reporting tools Roles and responsibilities of teams Savings methodology and goals Scalable media Seasonality Site map Skillsets of creative development team Stakeholder expectations Stakeholder schedules Stakeholder timelines Standard and custom creative development turnaround times

Standard creative sizes and specs

Statistical tests (e.g., determining level of significance) Strengths and weakness of media types Tag functionality Target audience Tech stack Technological capabilities Terms and conditions Third party research tools Trafficking process Typical and historical media objectives Typical production timelines Utilized ad technology Vendor acceptance of ad technology Vendor capabilities Vendor flexibility Vendors Vendor's terms and conditions When to escalate a problem

Skills and Abilities Required of Digital Media Buyers and Planners

Skills and Abilities ability to articulate ability to compromise ability to identify inaccuracies in data ability to manage stakeholder expectations ability to meet deadlines ability to tell stories with data ability to use data sources account management skills accountability accuracy analytical thinking attention to detail basic business acumen basic math skills client management skills collaboration skills common sense communication consistency consultative skills coordination skills creativity critical thinking data interpretation data visualization skills efficient ethical event management skills flexibility innovative leadership listening skills media math skills multi-tasking negotiation skills objectivity open-minded organization skills patience persistence presentation skills prioritizing proactive problem solving skills project management reactive realistic reasonable relationship building research skills resourceful responsive spreadsheet software skills storytelling skills tactfulness technical writing skills time management skills trustworthiness writing skills

Tools, Equipment, and Resources Digital Media Buyers and Planners

Tools, Equipment, and Resources access to brand's site map accounting sheet ad ops team ad servers ad serving platform (e.g., double click) ad technology ad verification platforms ad verification tools agency corporate contracts or rate cards agency research department analytics teams analytics tools authorization software billing and finance teams billing software billing template brand brief brand data brand first party data brand guidelines brand health trackers brand sales data brand sales reports brand segmentation brand's legal team buying platforms case studies channel SMEs competitive research tools (e.g., ad intel, kantar, moat)

creative assets

creative examples data sources delivery report DMP finance team flowchart software flowcharts historical MMA or ROI reports historical reports IAB standards

IAB terms and conditions industry benchmarks (e.g., ad verification, viewabilty)

in-market research tools internal and brand's finance department internal POVs and case studies internal terms and conditions internal vendor database IO software system IT support keyword list KPI benchmarks legal team marketing mixed modeling tools media buying platform media buying tools media flowchart software media flowchart template media kits media plan media plan template media planning flowcharts media research tools (e.g., comScore) meeting space naming convention document office services other agency experiences past campaign performance post-buy reports POV template presentation software presentations previous brand briefs previous media plans production timelines publisher guidelines and policies regulatory standards


Tools, Equipment, and Resources relevant creative examples reporting templates reporting tools research and analytics team research team RFP software (e.g., iDesk) RFP templates screen capture tool search engine site map SMEs spec sheet spreadsheet software syndicated research tools tag verification software tagging strategy third party partners third party research tools trade publications traffic sheet vendor contact information vendor databases vendor invoices vendor knowledge base vendor reputation vendor spec sheet vendors

Resources and Other Data Considerations of Digital Media Buyers and Planners

Ad Verification Tools

Ad Yapper Adometry C3 Metrics comScore VCE DCM Double Verify IAS Moat Nielsen DAR Telemetry White Ops

Syndicated Research Tools

Ad Intel compete.com comScore eMarketer Forrester Google Trends Kantar Moat MRI Nielsen Social Listening Tools

In-Market Research Tools

Brand Health Tracker comScore Google Surveys Insight Express Milward Brown Moat Nielsen Placed Social Listening Tools Sqad

Analytics Tools

Ad Server Adobe Analytics Adometery Business Intelligence Software Convertro DMP Google Analytics Milward Brown Mobile Measurement Platforms SEM Rush Social Listening Tools SpyFu Visual IQ

Media Buying Platforms

DSP FMP PMD Search Engines SEM Platform

Channels

content display native search social video


SMEs

ad ops analytics comms planning content creative data finance legal market intelligence marketing sciences mobile multi-cultural operations PR procurement teams programmatic research sales search social video

Detailed Content Outline

Duties, Tasks, and Steps Knowledge Skills, Abilities, and Attributes

Tools, Equipment,

and Resources A Collaborating on Campaign Briefs 1 Establish Plan Parameters

a Obtain business objectives from brand

• brand history • media landscape • other brand in-market

activity • seasonality • typical and historical

media objectives

• collaboration skills

• communication skills

• consultative skills

• listening skills • negotiating skills • project

management skills

• brand brief

b Confirm campaign timing c Align on target audience d Align on target region e Align on budget parameters

f Establish savings methodology and goals

2 Develop Media Objectives

a Determine whether or not business objective is feasible

• audience behavior • basic marketing

fundamentals • brand verticals • campaign parameters • historical performance • media capabilities

(i.e., what media is capable of achieving)

• articulate • basic business

acumen • collaboration

skills • creativity • problem solving

skills

• brand brief • brand first

party data • past

campaign performance

• previous brand briefs

• SMEs

b Collaborate with SMEs to determine media objective

c Set media objective based on business objectives

d Gain approval on proposed media objectives

3 Establish Buying Guidelines

a Ask brand if they have preferred rates with vendors or mandated buys

• ad verification best practices

• brand safety best practices

• brand's or agency's existing contracts

• digital ad pricing models

• legal regulatory restrictions

• the brand competitive set

• the brand's historical context

• analytical • attention to

detail • communication

skills • proactive • resourceful

• agency corporate contracts or rate cards

• brand brief • brand's

legal team • competitiv

e research tools (e.g., ad intel, kantar, moat)

• IAB standards

• industry benchmark

b Determine if agency has preferred rates with vendors or mandated buys

c Review up-front commitments

d Determine the "must-haves" and "must-nots"

e Identify brand safety guidelines f Identify ad quality guidelines

g Identify fraud thresholds and guidelines

h Identify viewability thresholds and guidelines

i Confirm pricing models j Identify legal regulatory guidelines


k Determine competitive separation requirements

s (e.g., ad verification, viewabilty)

• regulatory standards

4 Confirm Available Assets

a Collaborate with creative agency and brand team

• brand guidelines • creative agency scope • creative

responsibilities • publisher guidelines

and policies • skillsets of creative

development team • standard and custom

creative development turnaround times

• standard creative sizes and specs

• attention to detail



• patience • persistence • project

management skills

• brand guidelines

• IAB standards

• publisher guidelines and policies

• SMEs • spec sheet

b Determine if there are existing creative assets

c Determine if there will be new creative assets

d Determine timeline of delivery of assets with brand team and agency

e Determine if creative tests are going to be implemented

f Obtain admin rights for brand pages or profiles

g Review any existing assets to be used

5 Construct Planning Timeline

a Determine delivery date for strategy presentation

• brand expectations • brand responsiveness • media timelines • stakeholder timelines

• ability to manage stakeholder expectations


• project management skills

• brand brief • spreadshee

t software b Determine internal check points

(progress reports)

c Align stakeholder schedules and duties

d Determine dates for brand approvals

e Determine RFP process timeline f Confirm launch date

g Confirm tech implementation timeline

B Creating Media Strategies

1 Conduct Campaign Research Activities

a Research media landscape • available SMEs (e.g., media intelligence or forecasting, account analytics, programmatic)

• industry data sources

• ability to interpret data

• ability to tell stories with data

• ability to use data sources

• analytical • creativity

• agency research department

• analytics tools

• brand first party data

b Research brand category landscape c Research target audiences

d Review past campaign performance

e Review research and data provided by client

f Perform SWOT analysis


• organizational skills

• research skills

• brand health trackers

• brand sales reports

• brand segmentation

• in-market research tools

• media buying tools

• post-buy reports

• SMEs • syndicated

research tools

2 Define Media Mix Allocation a Leverage data from research phase • "must-haves" and

"must-nots" • campaign brief • media capabilities

(i.e., scalability) • media math • strengths and

weakness of media types

• media math skills

• historical MMA or ROI reports

• marketing mixed modeling tools

• SMEs • spreadshee

t software

b Run scenarios in channel allocation tools

c Develop recommended media mix scenarios

d Consult with SMEs

e Align with brand on media mix

3 Collaborate with Creative Agencies

a Communicate media mix to creative agencies

• creative technology capabilities

• creative testing best practices

• licensing guidelines • media objectives • previous creative

executions • roles and

responsibilities of media and creative teams

• statistical tests (e.g., determining level of significance)

• ability to compromise


• coordination skills

• patience

• brand brief • brand

guidelines • IAB

standards • relevant

creative examples

• spec sheet

b Align on creative sequencing

c Collaborate on custom content with stakeholders

d Determine creative technology e Align on creative testing scenarios f Provide tentative specs

g Consult with creative agency on delivery restrictions


4 Design Data Strategy and Measurement Plan

a Define campaign KPIs • a brand's owned assets

• ad tech data work flow

• ad technology • available data

resources • benchmarks • brand team's

reporting expectations • creative assets • historical performance • industry best practices • media objectives • path to conversion • vendor capabilities

• analytical skills • attention to

detail • media math

skills • organizational

skills

• access to brand's site map

• analytics tools

• brand brief • brand data • KPI

benchmarks

• post buy report

• reporting template

• research and analytics team

b Define channel KPIs c Define creative KPIs d Define vendor KPIs e Create tagging strategy

f Determine measurement tools and partners used to measure KPIs

g Consult with strategy and analytics team

h Align on conversion windows with brand

i Establish benchmarks for all KPIs j Establish reporting cadence k Create measurement plan

l Create data management work

flow

5 Develop Strategic Recommendation for Brand

a Develop tactics to achieve strategy • available partners • channel capabilities • channel mix • creative assets • partner capabilities • target audience • the flow of data

• ability to articulate


• creativity • innovative • presentation

development skills

• brand brief • internal

POVs and case studies

• media kits • presentatio

n software • syndicated

research tools

• vendor knowledge base

b Determine use of first, second, and third party data for each channel

c Determine targeting tactics (e.g., behavioral, contextual) for each channel

d Develop partner consideration list

e Obtain brand approval on recommendation

C Developing Digital Media Plans 1 Manage RFP Process

a Create RFP • acceptance of third

party tags and technology

• ad verification guidelines and thresholds

• available partners in the marketplace

• campaign parameters

• ability to be articulate

• ability to multi-task


• project management

• responsive

• media research tools (e.g., comScore)

• RFP software (e.g., iDesk)

• RFP templates

b Establish vendor consideration criteria

c Pull media research

d Create a list of vendors that meet criteria

e Review existing vendor partners for historical performance


f Obtain media kits from potential vendors

• non-starters • organizational

mandates that need to be included in RFP

• project timeline

• trustworthiness • vendor databases

g Obtain signed NDAs from vendors h Send RFP

i Meet with vendors to answer RFP questions

j Receive proposals

2 Evaluate and Negotiate Media Proposals

a Centralize vendor proposals • brand savings goals • campaign goals • campaign parameters • creative assets • execution feasibility • existing rate cards • industry jargon • marketplace

conditions • pricing benchmarks • specific terms and

conditions • technological

capabilities • vendor acceptance of

ad technology • vendor flexibility



• basic business acumen

• critical thinking • objective • open-minded • organization

skills • realistic • reasonable • tactfulness

• internal POVs and case studies

• other agency experiences

• previous media plans

• SMEs • syndicated

research tools

• vendor database

• vendor reputation

b Read vendor proposals c Create proposal scorecards

d Compare new proposals to previous proposals

e Provide feedback to vendors f Request revised proposal

g Validate vendor claims in proposal

3 Forecast Media Returns a Identify available reach potential • available reach within

each channel • brand's business

trends • brand's promotional

calendar • category trends • consumer behavior

trends • diminishing returns • historical performance

of past campaigns • knowledge of the path

to purchase • media math • performance

benchmarks


detail

• brand sales data

• data sources

• keyword list

• SMEs

b Calculate the effects of seasonality and events

c Incorporate performance expectations of benchmarks

d Collect data from relative environmental factors (e.g., brand's trends, category trends)


4 Finalize Media Plan

a Finalize partners, targeting, and placements

• agency fee structure • brand's finance

process • creative best practices • media math • media plan details • non-working media

costs (e.g., ad serving fees, DMP costs)

• organizational finance processes

• stakeholder expectations

• target audience



• presentation skills

• spreadsheet software skills

• storytelling skills • writing skill

• authorization software

• channel SMEs

• internal and brand's finance department

• media flowchart software

• media flowchart template

• media plan template

• publisher guidelines

• spreadsheet software

b Allocate budget across partners c Actualize channel allocation d Summarize media plan e Create flowchart f Present finalized media plan g Obtain authorization to buy h Create keyword list and copy

i Account for all non-working media fees

D Executing Campaigns

1 Negotiate Vendor Terms and Conditions

a Confirm vendor will accept standard terms and conditions

• best practices in digital media terms and conditions

• brand's terms and conditions

• IAB's terms and conditions

• vendor's terms and conditions



• negotiating skills • patience

• finance team

• IAB terms and conditions

• internal terms and conditions

• legal team • regulatory

standards

b Determine if the vendor has special terms and conditions with agency

c Determine if the brand has special terms and conditions

d Reconcile any non-standard clauses or special terms and conditions

e Obtain legal approval f Obtain finance approval 2 Manage IO Process a Notify vendor of approval • IO naming

conventions • IO software system • the media plan


• time management skills

• IO software system

• media plan • naming

convention document

b Complete naming convention document

c Create the IO d Issue the IO e Confirm acceptance of the IO f Finalize IO


g Create media buying advertiser account for self-serve media

• vendor contact information

3 Kick-off Campaign a Schedule kick-off calls with vendors • ad formats

• ad serving • ad tracking • ad types • how the media

ecosystem functions • media plan • the flow of data • typical production

timelines

• account management skills


• multi-tasking skills

• project management skills


• creative examples

• media plan • production

timelines • vendor

spec sheet

b Schedule kick-off call with brand team

c Schedule kick-off call with creative agency

d Schedule kick-off call with third party technology partners

e Schedule kick-off call with SMEs f Build creative spec document g Develop kick-off call agenda

h Develop custom content with partners

4 Manage Trafficking and Tagging Process

a Create and upload traffic/bulk sheet

• ad servers • bid landscapes • campaign parameters • KPIs • licensing • media placements • roles and

responsibilities of teams

• site map • tag functionality • the brand data

architecture • the trafficking process


• accountability • attention to

detail • common sense • communication

skills • efficient • project

management skills


• ad ops team

• ad serving platform (e.g., double click)

• ad verification tools

• analytics tools

• buying platforms

• creative assets

• site map • tagging

strategy • traffic

sheet

b Obtain creative assets

c Setup and implement third party tracking tags

d Setup and implement site tags e Setup and implement media tags f Implement technical parameters

g Implement brand safety parameters

h Perform QA process

i Ensure tags are issued to vendors or brand

j Confirm tags are received and implemented

5 Manage Reporting Process a Develop budget tracker • ad technology

• available metrics • campaign parameters • data architecture • data sources

• analytical thinking skills


• ad ops team

• ad technology

b Grant third party access to vendors and brand team

c Create reporting template d Setup automated reports


e Setup API feeds with SMEs • industry benchmarks • KPIs • media math • roles and

responsibilities of teams

• stakeholder expectations

• the media plans

• data visualization skills


• storytelling skills

• analytics teams

• analytics tools

• brand data • media

buying platforms

• reporting templates


t software • third party

partners

f Collaborate with analytics and research team

g Establish custom reporting needs

h Collaborate with vendors on unique reporting

i Perform QA process for reporting j Meet with research partner

k Obtain brand approval on survey components

6 Verify Campaign Launch

a Confirm that vendors have assets to go live

• creative assignments • how to pull a delivery

report • media buying

platforms • media math • QA checklist • the media plan • utilized ad technology




skills • organization

skills • presentation

skills • proactive

• ad ops team

• ad server • media

buying platform

• presentation software

• screen capture tool

• vendors

b Pull delivery report c Compile screenshots d Confirm launch with partners e Confirm launch with brand team f Verify campaigns are active

g Perform post-launch QA activities

E Managing Campaigns 1 Analyze and Optimize Campaign

a Pull campaign reports from relevant platforms

• biddable landscape • brand benchmarks • data strategy • industry benchmarks • KPIs • media math • media platforms • regulatory compliance

standards • saleable media • terms and conditions • the media plan

• ability to interpret data

• analytical thinking skills




• consistency • data

visualization skills

• ethical • negotiation skills • presentation

skills

• analytics tools

• media buying platform

• reporting template

• reporting tools


t software

b Evaluate campaign delivery against expected results

c Evaluate campaign performance against expected results

d Determine areas for optimization e Communicate with partners

f Present optimization recommendations to brand team

g Convey actionable insights to brand team

h Implement approved optimization i Present incremental opportunities

j Provide report to brand team



2 Troubleshoot Campaign a Identify media buying problem • ad serving verification

systems • data strategy • historical campaign

context • media buying platform • plan parameters • when to escalate a

problem

• ability to build relationships

• ability to identify inaccuracies in data



• coordination skills

• flexibility • level-headed • prioritization

skills • proactive • problem solving

skills

• ad ops team

• ad servers • ad

verification platforms

• DMP • media

buying platforms

• research team

• SMEs • tag

verification software

• vendors

b Ensure KPI is being tracked c Consult with SMEs d Review IO for inaccuracies e Review ad server f Compare data sources g Review ads in live environments

h Ensure ad verification thresholds are being upheld

i Verify vendors are abiding buy plan parameters

j Ensure vendors are pacing media correctly

3 Manage Flowchart Process a Create flowchart • brand's finance rules

• changes to the media plan

• media math • the media plan

• accurate • attention to


skills • data


• proactive • reactive • spreadsheet

software skills

• ad server • delivery

report • flowchart

software • spreadshee

t software

b Identify changes to media plan c Update flowchart

d Send updated flowchart to brand team

4 Managing Digital Media Finances a Pull delivery reports • accounting

• agency billing processes

• brand billing terms • brand's billing

processes • buying models • contractual

agreements • media math • non-working media

rates

• ability to meet deadlines

• accuracy • attention to

detail • basic math skills • communication

skills • problem solving

skills • spreadsheet

software skills

• accounting sheet

• analytics tools

• billing and finance teams

• billing software

• billing template

b Provide accounting estimates to brand's team

c Actualize monthly spend d Manage invoices with vendors e Approve brand billing f Issue firm flex reports g Issue savings tracker reports h Resolve discrepancies i Reallocate credits j Participate in audit exercises


• savings methodology and goals

• the brand's fiscal calendar

• the media plan

• media buying platform

• media planning flowcharts

• vendor invoices

F Educating Stakeholders 1 Create Ad Hoc Reporting a Create annual spend reports • brand's goals

• budget tracking systems

• buying system • competitive sets • data architecture • industry standards • media math • media plans • reporting tools • the tech stack


• ability to prioritize


detail • basic business

acumen • communication

skills • data


• flexibility • organization

skills • time

management skills

• analytics tools

• billing software

• flowcharts • media

buying platforms

• media plan • reporting

templates • reporting

tools • SMEs • spreadshee

t software • syndicated

research tools

b Create forecasting reports

c Create spend pacing reports for each partner

d Complete internal tracking reports

e Create spend by media channel reports

f Create budget scenarios g Provide raw data h Provide troubleshooting reports i Provide ad hoc creative reporting j Create trend reports

k Create competitive analysis reports

2 Construct Industry POVs a Set evaluation criteria • audience for POVs

• brand's expectations • the industry • third party research

tools



• critical thinking • objectivity • research skills • technical writing

skills

• case studies

• historical reports

• internal vendor database

• POV template

• search engine

• SMEs • third party

research tools

b Identify consideration set c Determine objective of POV d Obtain media kits or materials

e Consult with SMEs and other colleagues

f Create product, vendor, solutions score card

g Perform third party research h Write POV document

i Gain internal alignment with key stakeholders


iab.com/buyerscert [email protected]

• trade publications

3 Setup Media Days a Determine subject for media day • brand's expectations

• logistical constraints • media day subjects • stakeholder schedules • vendors


• client management skills


• event management skills

• leadership skills • multi-tasking

skills • organization

skills • time

management skills

• IT support • media kits • meeting

space • office

services • presentatio

ns • spreadshee

t software

b Determine agenda for media day c Determine objective of media day

d Determine attendees for media day

e Collaborate with partners on content

f Brief partners on objective of media day

g Coordinate with brand on media day

h Facilitate logistics of media day i Execute and manage media day

j Create wrap-up report of media day


Use the blueprint to guide you in identifying any content areas you need extra time and resources to prepare for, and ask yourself these questions.

• Which content areas represent the greatest number of test questions? • How much time do you need to focus on these areas to prepare for the exam, versus other areas? • How do your current knowledge and skills compare to the content areas of the exam? Are you strong in some,

but weak on others? • How much training or work have you done in the areas on the exam?

Your analysis of the content outline and your answers to the questions above will help you determine where you need to spend your study time.

Testing Tips

On the day of the exam:

• Plan to arrive at the exam site at least 15 minutes prior to your appointment. If you have considerable distance to travel, consider arriving the night before.

• Get a good night’s rest the night before. • Eat a well-balanced meal prior to reporting to the exam site. Avoid excessive stimulants such as caffeine. • Read and follow the instructions carefully. Ask the Proctor for clarification if you are not sure about the

instructions. Remember, the Proctors will not answer questions related to exam content. • Pace yourself by periodically checking your progress. This will allow you to make any adjustments in time.

Remember, only the questions you answer correctly are scored. There are no penalties for answering a question incorrectly, so answer as many questions as you can. If you are unsure of a response, eliminate as many options as possible, and choose an option from those that remain.

• You may go back to review any items at any time. • Pay attention to reminders of the time you have left to finish the exam.

IV. Policies

The following policies are those that guide the awarding of the DBPC certification, the rights and duties of candidates and certificants, due process, and the development and administration of a credible certification examination and program. These policies guide the decisions associated with the certification.

The information provided in the Candidate Handbook contains abbreviations of several policies related to the Digital Media Buying and Planning certification. Additional policies you need to be aware of are included below. Please read these policies in their entirety, as several policies become applicable after you earn the certification. Several of the policies related to the application process will assist you in completing the application correctly.

Note: in submitting your application, you will acknowledge that you have read and agree to comply with the policies.


Passing the IAB Certification Examination The purpose of the IAB certification is to establish standards of knowledge and competence in the field of digital media buying and planning, and to assure the ethical practices of certified individuals. Only candidates who are successful in passing the written examination for the certification, meet all criteria for certification, and remain in good standing are considered certified.

Awarding Certification Certification is awarded for a period of two years. Individuals who are successful on the Digital Media Buying and Planning Certification examination who wish to be issued a Certificate and use the Digital Media Buying and Planning Certification Designation must meet all certification requirements. Passing the examination does not assure awarding certification. The Commission has the sole responsibility for making all certification decisions.

In circumstances in which certification is denied, suspended or revoked, an appeal of the decision may be filed with the Appeals Committee in accordance with the appeals process.

Submitting the Application for the DBPC Examination Applications for the Digital Media Buying and Planning Certification are submitted electronically. All data captured is stored in a secure manner in the certification data base with access restricted to authorized certification personnel. Information on the application regarding the platforms in which you have worked is collected in the aggregate and used by IAB certification staff for informational purposes only. Applicants are urged to maintain a record of the supporting documents submitted with the application. IAB certification staff randomly audits applicants, and individuals contacted during an audit are required to submit hard copies of supporting documents. IAB certification staff verifies work history as part of the audit.

Auditing Applications The certification staff is required to audit 5% of all applications for the Digital Media Buying and Planning Certification examination and for recertification.

Rejecting Applications for the DBPC Examination Applications that are incomplete, do not meet the eligibility requirements and are not accompanied by the correct payment of fee will be rejected. Certification staff will notify all applicants of rejection via email and will state the reasons for rejecting the application. A record of the rejected application shall be maintained by the Certification Department for a period of one year.

Denial of Eligibility Any applicant who does not meet the eligibility requirements must be notified that their certification application has been denied within fifteen days of review. The reasons for the denial shall be indicated, and the Examination Fee will be refunded.

Appeal of Denial of Eligibility Applicants who are denied eligibility may request reconsideration of the decision of denial by making an Appeal.


Requests for an appeal must be made no later than 30 days after the applicant is denied. Within 60 days of the receipt of the written appeal, the Appeals Committee must conclude its deliberations. All decisions of the Appeals Committee are final. Development of the DBPC Examination The purpose of the IAB certification is to establish standards of knowledge and competence in the field of digital media buying and planning, and to assure the ethical practices of certified individuals. The Digital Media Buying and Planning Certification examination is designed to measure the knowledge and competence of the digital media buyer and planner. The blueprint of the written examination shall be derived from accepted industry psychometric standards in examination development.

In its development and maintenance of the Digital Media Buying and Planning Certification examination, the certification personnel shall work with experts in test development and measurement to ensure the development and administration of valid and legally defensible examination. The DBPC certification shall be validated through a job task analysis at an approximately five year interval, or as circumstances may warrant. Performance statistics shall be conducted at regular intervals and in an ongoing manner to ensure the consistent administration of fair, valid and reliable examinations is occurring.

Examination Administration The administration of the Digital Media Buying and Planning Certification examination shall follow accepted industry standards in order to ensure fair and consistent administrations. Test administration may be contracted to a testing vendor.

Registering for the DBPC Examination To register for the examination, candidates must first be authorized by the IAB certification staff. Candidates are required to follow all registration requirements.

Candidate Identification Candidates must check in using two form of acceptable identification, one of which must be a government-issued photo ID with signature. The name on the ID must match exactly the name submitted on the application.

Test Administration Monitoring The administration of the examination shall be monitored for quality assurance purposes.

Cheating IAB maintains strict policies to safeguard the security of the examination. Any individual who removes, or attempts to remove, examination materials from the testing site, including memorizing examination questions, is subject to prosecution in addition to sanctions. These sanctions may include removal of certification and restrictions on future access to the certification examination.

Invalidating Scores IAB is concerned with reporting only valid scores. On rare occasions, circumstances may invalidate exam scores. IAB


reserves the right to cancel or withhold exam scores if there is any reason to question their validity. Examination results may be cancelled or invalidated if, upon investigation, violations of certification policies have been committed.

Doubts may be raised about the validity of candidates’ scores because of suspected misconduct; in such circumstances, candidates shall cooperate in the investigation of their scores. Such candidates will be notified of procedures to ensure fair treatment. Some scores may be rendered invalid due to circumstances beyond candidates’ control, such as faulty exam materials or mis-timing. In this event, retesting will be arranged. Issuing Certificates

Certificates are issued by the certification staff to individuals who meet all certification requirements, including passing the certification examination, agreeing to abide by and uphold the Code of Ethics, and paying applicable fees. Certificates are issued within thirty days of completion of requirements for earning certification.

Special Accommodations IAB complies with the Americans with Disabilities Act (ADA) and will ensure no individual is deprived of the opportunity to take the certification examination solely by reason of a disability as defined under the ADA. Candidates must complete and submit the Request for Exam Special Accommodations Form and supporting documentation related to disability needs. Requests for special testing accommodations require documentation of a formally diagnosed and qualified disability by a qualified professional who has provided evaluation or treatment for the candidate.

Appeal of Denial of Request for Special Accommodations Candidates who are denied their request for Special Accommodations may file an appeal with the Appeals Committee in accordance with the policies of the certification program. The decision of the Appeals Committee is final.

Enforcement of the Code of Ethics The Commission shall establish and enforce a Code of Ethics applicable to all certified individuals. Certificants must agree to uphold and abide by the Code of Ethics as a condition of earning and maintaining DBPC certification, using the designation and being awarded a certificate.

Filing a Complaint Any individual may file a complaint against a certified individual. Only complaints that follow the published procedures of the certification commission will be considered.

Disciplinary Procedures

In prosecuting its mission of establishing a credible certification program which ensures high standards of ethical and professional practice in digital media buying and planning, the Commission shall establish and implement a Code of Ethics. The Commission requires its certificants to remain in good standing with the organization by complying with the tenets of the Code. As such, the Commission reserves the right to sanction certificants found to be in violation of the Code of Ethics, following the investigation of such complaints in accordance with its published procedures. The Commission shall make available upon request and shall publish in the Certification Directory all decisions resulting in sanctions which shall include the name, certification, code violated and sanction imposed.


Due Process The Commission respects and upholds the right of its certificants to due process in circumstances in which a negative or adverse decision is made on the standing and status of the certificant. Due process shall apply in instances affecting an individual’s ability to earn and maintain DBPC IAB Digital Media Buying and Planning Certification status.

Recertification Requirements Certification is awarded for a period of two years. In order to remain certified, certificants must meet the recertification requirements. Recertification requirements for the DBPC credential include remaining actively employed in digital media buying and planning and completing the requirements for continued competence during the two year certification cycle. Certificants must agree to continue to abide by and uphold the Code of Ethics and the policies of the certification program, which includes continued appropriate and authorized use of the certificate, logo, and marks. Certificants must pay the current recertification fee. Recertification requirements are based upon the philosophy of continued competence, and as such, certificants must meet the recertification requirements as determined and defined by the Commission.

Issuing Certificates A certificate with the dates of renewal is issued to certificants upon successful completion of all recertification requirements.

Fees The Digital Media Buying and Planning Certification fees are published on the Website. It is the applicant’s responsibility to submit the correct fee. The correct payment must accompany the Application for the DBPC Examination.

Recertification fees are due at the time of submission of the recertification application and must be paid in full. The DBPC recertification fees are published on the Website. It is the certificant’s responsibility to submit the correct fee.

Retest Fees Candidates who are unsuccessful on the DBPC certification examination may reapply. Retest fees are published on the Website. It is the applicant’s responsibility to submit the correct fee and meet other retest requirements.

Other Fees The Commission reserves the right to assess additional fees for late applications, granting extensions, rescheduling an examination without a valid reason, incomplete applications and other circumstances it deems appropriate. All fees are published in the on the Website.

Certificates The initial certificate is issued to certificants upon completion of all certification requirements. Certificants requesting a


duplicate certificate, or who request a new certificate due to name change, will be charged an administrative fee of $25.00. The fee shall be published in the Candidate Handbook and on the Website.

Refunds Refunds are granted only for accepted circumstances for emergency cancellations or withdrawals from the examination process. Refunds are granted at the discretion of the Certification Department. Refunds are not granted to candidates who forfeit or fail the examination.

Emergency Cancellations or Withdrawals Circumstances which are considered grounds for an emergency cancellation or withdrawal of an examination include: 1) Candidate illness; 2) Family death; 3) Jury duty; 4) Military duty; or 5) State of emergency. Candidates who experience an acceptable emergency situation must request cancellation or withdrawal from the examination in writing and include supporting documentation of the circumstances.

Confidentiality Information regarding the status of an applicant or candidate will only be discussed with the applicant or candidate or their legal representative. The certification staff may release information regarding a candidate’s performance on the certification examination to an employer or entity only with written permission from the candidate. Only pass/fail status will be disclosed.

The certification staff shall release upon request the name and certification status of certificants who have successfully completed the DBPC certification examination.

Position on Training and Education The Commission does not require applicants for the DBPC certification to take prescribed training or education programs from any company or organization. The Commission does not recommend or endorse any training or education programs as preparation for the certification examination, nor does it accredit or endorse any source of education as a guarantee of success on the DBPC certification examination.

Trademarks and Copyrights The Digital Media Buying and Planning Certification marks will be submitted to the U.S. Patent and Trade Office for registration. All examination materials and publications relating to certification are copyrighted. The trademarks and copyrights are protected under U.S. and international law and unauthorized uses of these marks or copyrights are prohibited.


Authorized and Appropriate use of the DBPC designation The Commission encourages the authorized use of the logo and marks. Certificants who wish to use the DBPC designation may do so in the following manner:

John Doe, DBPC

John Doe, IAB Certified Digital Media Buyer

John Doe, IAB Certified Digital Media Planner

Certificants are permitted to use the DBPC designation in the above manner, on business cards, letterhead, within written guidelines. Authorized use requirements of the DBPC designations shall be sent to newly certified individuals with the certificate. Inactive certificants may not use the designation after their name and must return their certificate until they become active.

Documents

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