Digital Advertising

Digital Advertising Program Presented by College of San Mateo in Partnership with the IAB Education Foundation

Increasing Diversity in the Digital Media & Marketing Workforce

Are you ready to participate in a rigorous, industry-informed program that will help you prepare for an entry-level position in the digital advertising industry? The College of San Mateo, in partnership with the Interactive Advertising Bureau’s iDiverse Initiative, is pleased to offer the nation’s first-ever credit bearing Digital Advertising Program!

"The IAB Education Foundation's iDiverse Digital Advertising Program has provided a very strong foundation for a career in digital advertising and allowed me to transition smoothly into my new job. The program covered all aspects of the industry, from best practices to analytics, processes, tools, and terminology, as well as roles, responsibilities, and opportunities. In addition, it also provided input on how my current skills in software quality assurance, mapped into this industry. This program has enhanced my professional knowledge and contributed greatly to securing my first job in the industry within two months of program completion and after receiving my IAB Digital Advertising Foundations Certification. I highly recommend this four-month program and commend the IAB for their foresight in providing diversification and opportunities through a well-trained workforce."
- Dorothy Davis, Ad Trafficker at H&L Partners

About the Program
This rigorous for-credit course is designed to help participants prepare for an entry-level position in the digital advertising industry by providing an in-depth overview of digital advertising and the media buying and selling life cycle. Class topics include: an overview of the digital media ecosystem, including digital ad operations, complete campaign planning, execution, and analysis tasks for a range of digital advertising areas (e.g. media buying, sales support, ad operations, data solutions, and marketing). This class does NOT cover the creative side of advertising and marketing, such as graphic design. The program also features advertising industry guest speakers and professional skill-building workshops such as: Presentation Skills, Skills for Effective Teamwork, Customer Service Skills, Career Navigation for High Tech Industry, and more.
The 16-week program will run from August 16 - December 16, 2017 and will be offered at the College of San Mateo. For-credit Digital Advertising classes will be taught by College of San Mateo Professor Diana Bennett on Mondays & Wednesdays from 6:00 to 8:00 PM, and not-for-credit Professional Skill-Building Workshops will be taught by Professional Trainers from Community, Continuing, & Corporate Education on six Saturdays from 9:00 AM to 3:00 PM.

Program Funding
Total cost of the Digital Advertising Program will be waived for eligible students accepted into the program due to the generosity of the Interactive Advertising Bureau’s iDiverse Initiative.
Program Requirements
Students applying for the program must commit to attending all sessions. Three or more absences from the Monday and Wednesday Digital Advertising classes and three or more absences from the Thursday Professional Skill-Building workshops will result in being dropped from the program.

Anyone who has completed a two or four-year college program or is in their final year of completing their Associates Degree is encouraged to apply. Applicants must have a solid understanding of math fundamentals/understand high school level mathematical concepts and have sufficient English language skills to comprehend intermediate/advanced oral & written instructions.

At culmination of the course, students will take the IAB Digital Advertising Certification Exam. Students must pass the course in order to sit for this exam. Those who pass the exam and gain the IAB-Entry-Level Digital Advertising Certification will be supported in their efforts to secure interviews with potential employers among IAB member companies with available internships or entry-level positions in adverising operations, data analysis, sales support, and marketing. Assistance will continue through the first few months on the job, with access to educational resources that will help new hires excel in the workplace.

Applications will be accepted on a rolling basis. Students who are approved for funding will be invited to attend a mandatory Enrollment/Orientation Workshop prior to the start of classes.
A completed Expression of Interest will include ALL of the following:
  1. Completion of form: Digital Advertising Program - Expression of Interest
  2. Cover Letter describing why you would like to participate in the program and why you are interested in working in the digital advertising industry
  3. Resume
For additional questions please contact Jonathan Bissell at bissellj @

About iDiverse
The mission of iDiverse, an initiative of the IAB Education Foundation, is to grow the media and marketing capabilities of companies by developing a professional and diverse workforce that reflects the customer through education, training, and certification. This program is designed to increase racial, gender, economic, and cultural diversity in the digital media and marketing workforce by providing participants with industry-validated, entry-level technical and soft skills needed for future career advancement.

Related Links and Photos
  • Video from pilot program
  • Video from two graduates speaking at IAB Conference
Photo from Last Class of Fall 2016 Semester

Photos from iDiverse Breakfast Event