IAB Sweden

The primary trade body for digital marketing and advertising in Sweden, representing nearly 300 member companies and setting national industry standards

IAB Sweden (IAB Sverige) is the leading Swedish member organization for the digital marketing and advertising industry, bringing together close to 300 member companies including publishers, agencies, ad tech vendors, and advertisers. As the national IAB chapter, it serves as the primary industry body for shaping standards, guidelines, and best practices across key digital advertising disciplines including programmatic advertising, retail media, influencer marketing, digital audio, digital out-of-home (DOOH), and brand safety. It also runs the MIXX Awards, recognizing creative excellence in digital advertising in Sweden. IAB Sweden plays an active role in industry governance and advocacy. In a landmark decision in March 2026, its board expelled Meta from membership over the platform's handling of deceptive advertising — a case brought by publisher members Bonnier News and Schibsted — signaling the organization's willingness to enforce accountability standards even against major platform players. The board is chaired by Daniel Weilar. As an independent, member-funded trade association with no parent company, IAB Sweden operates through working groups and task forces that produce actionable frameworks for the Swedish digital advertising market. It collaborates with IAB Europe and the global IAB network while maintaining its own governance and agenda tailored to the Swedish market.