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Digital Advertising Pilot Program

Last spring, the Interactive Advertising Bureau (IAB) — representing more than 650 media and technology companies including Google, Facebook and LinkedIn — conducted a survey of its membership about the trends in the digital advertising industry and talent requirements necessary to address expected job growth. Nationwide, an estimated 24,418 jobs will be added to the industry across all occupations in the next 2-4 years, growing 47 percent, with data analytics and management expected to grow by 78 percent, followed by sales support (57 percent) and advertising operations (50 percent).

The digital advertising industry will require a skilled workforce to address this projected future demand. In response, IAB and the College of San Mateo have launched an innovative new pilot program to address the skills gap in the digital advertising industry and promote diversity and inclusion in this field. NOVA has played a key role in this program by introducing the IAB to the San Mateo County Community College District, which led to the creation of this new program. In addition, many of the students in the program are NOVA customers or were recruited through NOVA’s outreach efforts. With funding from IAB, the first pilot class, held at the College of San Mateo, began in August and will run through December. This program will also serve as a career ladder opportunity for those disadvantaged students who have completed their entry level coding class at JobTrain in Menlo Park and can transition to a more advanced level of tech training through this new pilot program. Upon graduation, IAB and the College of San Mateo will work with the students and local employers to identify internship and employment opportunities.

On October 12, the College of San Mateo hosted a breakfast event to celebrate this new program. NOVA Manager Luther Jackson spoke at the breakfast and was joined by Michael Clair, president, College of San Mateo; Maurice Goodman, San Mateo County Community College Trustee; Tom Bauer, Vice Chancellor, San Mateo County Community College District; and Jonathan Bissell, director of Community, Continuing and Corporate Education, San Mateo County Community College District.

Partnerships such as this pilot program that are spearheaded by business, in collaboration with the education and workforce development communities, can serve as a model for future training programs that will lead to career opportunities for workers seeking to gain access and advance in the growing technology sector.