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Case Study: Interactive Advertising Bureau Automates Credentialing Program with Digital Badges

As a leading association for the media and marketing industries, the Interactive Advertising Bureau (IAB) is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the industry’s workforce. When the media industry experienced a period of rapid change, IAB was asked to create a certification program to ensure the industry’s workforce had the necessary skills for the job. 

The IAB Certification Program launched in 2012 as a way for media buyers to easily identify whether or not their sales representatives had the knowledge and skills necessary to perform in their roles. It has become the digital industry’s benchmark for excellence, with more than 10,000 participants from more than 300 top media companies. 

After the program’s initial launch, IAB realized that a traditional, manual approach to issuing and expiring credentials was time-consuming and unscalable. The solution: digital badges. A case study with IAB details how the association automated its certification program by issuing digital badges on Credly’s Acclaim platform. This new solution also enhanced IAB’s program by enabling certification holders to easily share their achievements, and provide reporting back to IAB on program performance.  

“With two-thirds of our certification holders opting in to display their credential via a [digital] badge, we’ve been able to unleash a very cost-effective grassroots marketing campaign. Not only are successful certificants promoting themselves, they are also marketing the IAB certification program for us” --Michael Theodore, SVP, Learning & Development/General Manager, IAB Education Foundation

Digital badging is a key component of IAB’s ongoing success and impact on the world of digital media and marketing. Read the full story and see the results by downloading the case study.