T/CAAAD 002-2023 China Advertising Optimization Talent Competency Evaluation Specification

Scope

Main technical content: In recent years, with the rapid development of China's Internet and the expansion of application fields of technologies such as big data and artificial intelligence (AI), digital marketing has become one of the important means of enterprise advertising promotion. Among them, advertising optimizers are an indispensable role in digital marketing teams, responsible for advertising placement strategies, ad copy design, keyword optimization, bid adjustment, etc., which can bring effective marketing results for enterprises. Currently, advertising optimizers have become the backbone of digital advertising. Whether it's platforms or advertising companies, the competency requirements for advertising optimizers are constantly rising, and the evaluation standards for their capabilities have become a focus of the industry. Although there is a large market demand for advertising optimizers, the industry entry threshold is relatively low, leading to uneven quality of talent. At the same time, there is a lack of unified standardized norms for the career development path and promotion of advertising optimizers, resulting in certain difficulties and risks in talent evaluation and selection. With the development of artificial intelligence-generated content (AIGC) and artificial intelligence (AI) technologies, continuously outputting high-quality advertising content ideas and making good use of AI tools will also become areas where advertising optimizers need to further improve. In response to the changing forms of Internet advertising, establishing a multi-level and professional training and certification system for advertising optimizers and improving the supply of outstanding talents in the industry have become common expectations of the industry. This standard aims to provide a definition of Chinese advertising optimizers and the definition of their competency, establish an indicator system for evaluating their capabilities, and standardize the grading requ

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