The Interactive Advertising Bureau (IAB) Singapore has today (March 21) launched the Adapt and Grow Professional Conversion Programme for Programmatic Advertising to address the growing programmatic advertising skills demand in the region.

In partnership with Workforce Singapore (WSG) and Economic Development Board (EDB), the programme combines classroom and on-the-job training to allow working professionals that are exploring a career in programmatic to collect the skills they need to progress in the industry.

The announcement comes following research and interviews with industry stakeholders, leaders and graduates from other commercial programmes to ensure its relevance to programmatic.

“I’ve seen that across the entire ecosystem there is a huge need for talent who understand not only programmatic but also where programmatic fits as part of a wider digital landscape,” said Laura Greally, education director of IAB Singapore.

According to the IAB, the first intake of applications is set for early June. Candidates applying to the programme are required to have two years of work experience; if successful, workers will be placed with participating employers and undergo training for six months.

“A testament”

Clarence Chua, director of professional services at EDB said that in order for Singapore to prosper in programmatic advertising, there needs to be capabilities in place to steer high-growth in the industry, in addition to marketing analytics and creative technologies.

“The Professional Conversion Programme for Programmatic Advertising is a testament to the industry’s leadership and commitment to scaling digital marketing solutions and accelerating the upskilling of our professionals. We look forward to partnering the industry in more of such programmes.” said Chua.

Bridging the skills gap

This is not the first time that training in programmatic has come into light in the APAC region. Recently, biddable media specialists MediaMath reportedly trained 4,000 marketers in programmatic as part of its New Marketing Institute – in which the firm stated that bridging the skills gap within the programmatic industry a “duty of the industry itself”.

Amid concerns around programmatic perception, however, the industry itself continues to progress globally with the World Federation of Advertisers reporting that spend in programmatic is to account for 28% of global digital media spend in 2018.