In a time when digital marketing moves at the speed of light, trust and structure are the industry’s most important assets. For United Influencers, professionalism has never been a project, but part of our DNA. As one of the leading agencies in the Nordics, United Influencers strengthens its position by once again being certified through IAB Gold Standard 2.0. In connection with this, we explore together with Kenneth Danielsson, CEO of IAB Sweden, why systematic responsibility is key to a growing and sustainable industry.

To understand the significance of this certification, we need to look at the broader role of IAB. IAB (Interactive Advertising Bureau) is an independent membership organisation operating internationally, in Sweden, the Nordics, Europe and the US. Its mission is to ensure a functioning ecosystem within digital advertising by uniting, educating and influencing industry players to work in the same direction.

- IAB is an independent membership organisation whose task is to work for a functioning ecosystem in digital advertising. We do not develop solutions ourselves; we do it in consultation with our members who represent the entire ecosystem, explains Kenneth Danielsson, CEO of IAB Sweden.

He emphasises the importance of shared industry commitment:
- By bringing together all stakeholders in the digital marketing communications ecosystem, we drive development towards a sustainable industry. Many of our members participate in our specialist groups, so-called Task Forces. These groups define standards and guidelines, organise seminars and produce educational material that the industry needs.

AN INDUSTRY COMING OF AGE: INFLUENCER MARKETING AS A CORE INVESTMENT
That influencer marketing is a central and indispensable part of the digital media mix is today obvious to many advertisers. It is no longer a question of whether to invest, but how to do it with the greatest precision. However, as the category has grown rapidly, a gap has emerged between those who operate responsibly and those who do not fully understand the importance of compliance.

The new Gold Standard 2.0 version represents a deepening of requirements around transparency and ethical guidelines, where the certification acts as a quality stamp confirming that management, processes and documentation are in place and contribute to making the advertising ecosystem transparent, smooth and efficient for all parties involved. The certification is carried out by an auditor, meaning it is not IAB Sweden itself that certifies companies, but a third party that verifies compliance with the regulations. As a buyer of these services, IAB recommends always requesting an approved certification from your agency or network. It is about future-proofing delivery in a time when both AI and new regulations are reshaping the landscape for all actors. Being certified means taking part in setting the pace as a driving force for a long-term sustainable and professional industry.

INNOVATION REQUIRES STRUCTURE: THE RULES OF THE FUTURE UNDER REVIEW
During our conversation with Kenneth Danielsson, it becomes clear that the industry is at an historical turning point. Digital marketing is facing changes that require both courage and structure.

- The internet is becoming regulated. This is a major shift for the industry. It is not necessarily negative, but it is regulation that everyone needs to understand and adapt to. It applies not only to the big tech platforms but to everyone, Kenneth says. In essence, it is healthy, but in the transition between an old and a new order, interpretations can create disorder.

He emphasises that we are in a period of rapid technological development. AI is creating new conditions, and although we are still in an early stage, progress is fast.

- In times of change, innovation is also born, so I believe we will see many new innovative solutions, companies and paths in the coming years. Perhaps the most exciting time we have experienced in the last 30 years is ahead of us. This should not be seen with fear, but with a willingness to participate and influence our shared future!

GOLD STANDARD 2.0: DISTINGUISHING QUALITY FROM THE CROWD
Since influencer marketing is still a relatively young industry with low barriers to entry, there has been uncertainty about which actors are serious and which are opportunistic. IAB therefore early on introduced the Gold Standard certification, where an independent auditor ensures the agency’s compliance by reviewing a set of control questions.

- By being certified, you show your partners that you are serious and want to operate in a professional environment together with partners and advertisers. It is simply proof that you are an eligible player, says Kenneth.

For us at United Influencers, the certification is about offering our clients the security required when influencer marketing represents a critical part of the marketing budget. It is not enough that we do things correctly ourselves; we must help protect the industry, not only through better ad disclosure but also through a deeper understanding of creators’ responsibilities as publishers.

PROFESSIONALISATION AS A GROWTH ENGINE
Despite the strong results influencer marketing delivers, Kenneth sees challenges the industry must address to continue its positive development. One of these is the need for a commonly accepted currency to facilitate comparisons between different media investments.

- There is a fear among advertisers of ending up in a situation they cannot control. It is simply safer to run a traditional campaign, even if it may not deliver the same effect. But my prediction is that the niche will continue to grow, and the more trust we can show advertisers, the more campaigns will be executed, he explains.

FUTURE OUTLOOK: A UNITED INDUSTRY
Looking towards 2026, influencer marketing continues to establish itself as a mature and professional media channel. Kenneth Danielsson emphasises that IAB’s role as a unifying force is essential, both to safeguard the trust the industry has built and to continue educating the market as it grows.

- I hope IAB can continue to be a neutral part that brings the industry together and that we can jointly create the conditions for our own future. I simply believe that together we make a difference!

For United Influencers, securing Gold Standard 2.0 means continuing our journey towards a more professional and impactful industry. We are proud to carry this stamp of responsibility, for our clients’ results, for creators’ credibility, and for the shared future of the industry.

LEADERSHIP THROUGH RESPONSIBILITY

INFLUENCER IMPACT: MEASURED BY DATA

WELCOME ELIN TO THE STOCKHOLM-OFFICE!