IAB Canada has unveiled the results of its inaugural Digital Media IQ Measurement Initiative, designed to assess the knowledge and expertise of professionals in Canada’s digital advertising industry. These results offer a benchmark for evaluating industry-wide skill levels and provide direction for future growth and training initiatives. The initiative was made possible through a comprehensive testing system that has been developed through IAB Canada’s unique access to on-the-ground intelligence in the field of digital media.
The industry gets a Solid B
The results reveal that 77% of test-takers achieved a Level II rating, reflecting a strong intermediate understanding of digital advertising. This corresponds with the industry’s overall average score of 71%, earning Canada’s digital advertising workforce a solid “B.”
At Level II, professionals demonstrate a comprehensive grasp of the digital campaign process, the role of data in advertising, and privacy policies that govern data use. They can interpret data trends, make informed decisions to optimize campaign effectiveness, and understand essential topics like advertising standards, viewability, and brand safety.
Meanwhile, 21% of participants achieved Level III, which represents advanced expertise. These professionals are highly proficient in campaign analysis, attribution modeling, and crafting comprehensive strategies that align with broader marketing objectives. Additionally, they remain up to date with emerging trends, technologies, and regulations shaping the digital advertising space.
Room for Growth
While the results highlight a strong foundation across the industry, they also present an opportunity to elevate more professionals to advanced proficiency levels. As the digital advertising ecosystem evolves with new technologies, new channels, stricter privacy regulations, and more complex strategies, achieving Level III will be critical for staying competitive.
IAB Canada is committed to supporting the industry’s growth through enhanced professional development initiatives. Last month, IAB Canada launched the Skills Lab, a program focused on equipping professionals with specific, industry-critical skills, ensuring the workforce is ready to tackle the industry’s rapidly changing landscape.
With continued learning and collective effort, we can transform a strong “B” into an “A+,” ensuring that Canadian digital advertising remains at the forefront of global innovation. Together, let’s raise the bar for what’s possible in digital advertising.
Are you interested in assessing your digital advertising knowledge and seeing where you stand? Email us at courses@iabcanada.com to take the test and gain valuable insights into your skill level.