Certification Overview

The IAB Digital Media Sales Certification (DMSC) is the highest industry credential for digital media sales professionals. Individuals who earn the certification have demonstrated their knowledge and competency in the content areas outlined in the DMSC Exam Blueprint, and are dedicated to upholding high standards of ethical and professional practice in the industry. Individuals meeting eligibility requirements must pass a multiple-choice exam in order to qualify for certification and earn the DMSC designation.

Digital media salespeople are consultative, critical thinking, marketing professionals tasked with driving revenue by selling digital advertising. They accomplish this by understanding the digital ecosystem, recognizing clients’ marketing objectives, and providing impactful solutions.

Successful and knowledgeable digital media salespeople should have a fundamental understanding of these four areas covered in the exam:

  1. Comprehending the Digital Advertising Ecosystem
  2. Selling Digital Media
  3. Managing Digital Advertising Campaigns
  4. Analyzing Campaign Performance


The Certification Process

1) Contact IAB Canada

Before starting the application process, IAB Canada Members can contact IAB Canada to pay for their exam. Paying with IAB Canada will reduce the exam fee from US dollars to Canadian (i.e. instead of paying $500 USD you would pay $500 CDN).

Non-Members can start their application directly on the IAB US Website and skip down to step 3.

2) Apply for Certification

After obtaining your discount code from IAB Canada, all applicants will need to apply for certification on the IAB US Website.

During the application process you will be asked to submit your payment for the exam, here you will enter discount code which will reduce your fee to $0 since you would have already paid, (contact IAB Canada to obtain your unique code).

3) Schedule your Exam

Once the application process is complete the exam can be scheduled and taken at anytime at one of the many Pearson test centres throughout Canada. You can find your nearest test centre here.

4) Study!

Prepare for the exam with by reviewing the IAB Digital Media Sales Candidate Handbook. You may also be interested in attending one of our Digital Media Sales Two-Day in-person training course which covers all of the topics that appear in the exam, although this is not required.

6) Taking the exam

The 2-hour computer-based exam is offered in a controlled test centre (Pearson VUE) with various locations in major cities throughout Canada. You will be given a pass/no pass mark immediate at the centre with the certification mailed to you a few weeks after.

Taking the Exam

The 2-hour computer-based exam is offered in a controlled test centre (Pearson VUE). When you arrive at the testing facility you will need to provide two (2) IDs that match your application name.

The exam contains 100 multiple-choice questions covering four (4) basic areas:

  • Comprehend Digital Advertising Ecosystem
  • Sell Digital Advertising Solutions
  • Manage Digital Advertising Campaigns
  • Evaluate Performance

You will be given a pass/no pass mark immediately at the centre with the certification mailed to you a few weeks after.

Exam Costs

IAB Canada is offering its members preferential rates compared to the standard IAB US rates, see the pricing below. If you are not yet an IAB Canada member but would like to join, please click here.

IAB Members Non-Members

Exam Fee
$400 USD $500 USD

Retake Fee (if candidate does not pass the first time)
$125 USD $175 USD

Cancellation fee (with > 24 hours notice)
$0 (exam fee refunded)

Cancellation fee (with 24 hour notice, i.e. "no show")

*Please note that the Certification fees are in Canadian dollars. Please contact us to retake any of the exams. The registration link above is for new certifications only.

*Group rates are available, contact us for more information

Verifying a Certification

The Certification Department of IAB shall release the name and certification status of those who have successfully completed the Digital Certification examinations and who have met all certification requirements upon request. Please email Certification Department of IAB at certification@iab.com with the candidate’s full name, company and title.


The IAB Digital Media Sales Certificate expires after two years. To maintain your certification, all candidates must first demonstrate continued work in digital media sales, as defined as a minimum of 12 months total employment out of the previous 24 months in addition to one of the below options.

1) Accumulate 24 continuing education credits via conferences, learning sessions, webinars, training, etc. It’s easy to earn credits. Credits must be related to the competency requirements of the Digital Media Sales certification examination. See what qualifies.


2) Retake the exam. You should apply at least three months before their certification is due to expire in order to have sufficient time to schedule and take the exam in a test window.

To apply for re-certification please contact IAB at certification@iab.com