Biddable media specialist MediaMath has reportedly trained over 4,000 marketers in programmatic within the APAC region, as part of its New Marketing Institute (NMI).

A lack of education around the workings of programmatic has been considered one of the key restraints of the media-buying strategy’s growth, in regard to both its practical application and the ability to secure the understanding of trust and advertisers.

Aiming to bridge this knowledge gap, MediaMath’s educational initiative was launched in April 2016, offering training and certification programmes aimed at equipping marketers with improved digital marketing skills and knowledge of programmatic techniques and technologies.

Since inception, The NMI has held more than 190 sessions and certification programmes with the APAC region where it’s expanded heavily, having most recently opened an office in South Korea in the wake of $175 million credit facility by Goldman Sachs. Its goal to “educate, engage and empower” clients, partners has been recognised by the Brandon Hall Group Excellence in Learning Awards two years in a row.

“This dynamic industry is constantly changing and scaled education is needed to fuel further growth. Beyond the development of cutting-edge technology, we remain committed to supporting the ecosystem with the right expertise in making the most of this technology,” said Rahul Vasudev, the managing director of MediaMath in the Asia Pacific.

“Bridging the skills gap within the programmatic industry is the duty of the industry itself and continues to be a priority for MediaMath in the region.”

In January last year, global communications and marketing company Havas Group announced that over 5,000 of its staff had been made “100% programmatic” thanks to internal training through its own Havas University, offering employees extensive courses on the workings of automated ad buying – including fundamentals, day-to-day applications and programmatic leadership and strategy.

According to Havas, 96% of the training programme’s participants said they felt “more confident” discussing programmatic, helping to gain client trust to relinquish budgets.