The Association of Swedish Advertisers has put together an expert team of advertisers, media, media agencies, analysts and network giants to increase media quality and media transparency in the industry.

“We have gathered some of Sweden’s hottest people involved in media purchases from various parts of our industry. The aim is for the team to clarify the difficult issues in the fast-growing digital media market and to simplify and explain how things are connected so that advertisers, media agencies and media have a consensus on what is transparency and what numbers to report and validate in a correct way,” says Anders Ericson, CEO of the Association of Swedish Advertisers.

Transparency issues have become one of the industry’s most important issues, and it is felt that several players who say they are transparent often show themselves to be the opposite.

PHD Sweden’s Sanna Söderström will work alongside the team’s Chairperson – Silvia Barklund, media manager at SPP. The team will primarily focus on the technical parts, develop guides, conduct seminars and debate on important media issues to bring greater transparency and clarify complex issues.

The original article and full list of team members is authored by Alex Hartelius (in Swedish) for Resume.se