Swedish ad industry join forces to develop standards for media buying

The Association of Swedish Advertisers (Sveriges Annonsörer) is collaborating with some of Sweden’s largest advertisers, agencies and media owners to develop new standards for media buying in the country.

The project forms part of the association’s active involvement in WFA’s cross-media measurement initiative launched in 2019 which aims to establish a new global approach to cross-media measurement. Cross-Media Measurement Sweden aims to make it easier for advertisers to plan and evaluate their media investments and to give agencies and media owners more effective ways to communicate the value of those investments. The cross-industry group includes representatives from McDonald’s, Samsung, Volvo Cars, Google, TV4, JCDecaux and IAB Sweden, among others.

Hanna Riberdahl, CEO of Sveriges Annonsörer, said: “This is an historical and promising collaboration to meet one of the industry's major challenges. We are pleased to have great partners and several of Sweden’s largest industry players on board, as this is crucial to the project’s success. We must find solutions together and ensure that they benefit all parties. With the coronavirus crisis greatly impacting brands, agencies and the media, we believe it is more important than ever to create standards and ensure transparency around media buying.”

The results of the initiative will be published in 2021. For more information, contact Sveriges Annonsörer.