Adtraction

Swedish marketing company
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Adtraction is a Swedish company in digital marketing, primarily partner marketing. The company was founded in 2007 by Simon Gustafson and Markus Bjernvall in Stockholm, Sweden.[1] The company operates a platform that connects advertisers with partners – such as digital newspapers, influencers and price comparison sites – who, in exchange for commission, help advertisers increase their online sales.[2]

History

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Adtraction grew gradually during the 2010s and established offices in several countries. As part of its growth strategy, the company acquired other affiliate networks: in 2020 the Swiss company Connects, in 2021 the Danish company Digital Advisor, and in January 2023 its competitor Adservice.[1] In October 2024, the Swedish company Adrecord AB was acquired for 27 million SEK[3] and in October 2025 the British company Affiliate Future was acquired from GlobalData plc.[4]

Adtraction was listed on Nasdaq First North on 7 December 2021.[2][5]

Before the IPO in 2021, a restructuring of ownership was carried out, which led to a dispute with the Swedish Tax Agency (Skatteverket) regarding re-taxation.[6] The demands against the main owners, including CEO Simon Gustafson, were finally withdrawn in 2025.[7]

Operations

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Adtraction operates in affiliate marketing, where advertisers only pay for marketing when it leads to actual purchases. The company provides a technical platform that connects advertisers with partners such as blogs, influencers and web portals.[2] By the end of the third quarter of 2022, Adtraction had about 1,700 active advertisers and 7,500 active partners, which together generated around 1.5 million transactions.[1]

In 2021, Adtraction had about 80 employees and net revenue of 698 million SEK.[1]

References

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1 2 3 4 .mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:”””””””‘””‘”}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url(“//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg”)right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url(“//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg”)right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url(“//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg”)right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url(“//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg”)right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(–color-error,#bf3c2c)}.mw-parser-output .cs1-visible-error{color:var(–color-error,#bf3c2c)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}Zetterberg, Daniel (2023-01-19). “Adtraction: Dubblar med danskt förvärv”. Affärsvärlden (in Swedish).

1 2 3 “Adtraction vill notera sig – och expandera ut i världen” (in Swedish). Breakit. 2021-11-23.

↑ “Adtraction: Förvärvar Adrecord för 27 mln kr” (in Swedish). EFN.se (NB Direkt). 2024-10-01.

↑ “Adtraction förvärvar brittiska Affiliate Future” (in Swedish). Börsvärlden. 2025-10-14.

↑ “Börsnotering av Adtraction Group AB” (in Swedish). Nyemissioner.se. 2021-11-23.

↑ “”Börs-vd flyttade aktier – upptaxeras med 143 miljoner” – “Märkligt”” (in Swedish). Dagens industri (DI). 2025-03-06.

↑ “Skatteverket svänger – vd:n slipper upptaxering på 143 miljoner” (in Swedish). Dagens industri (DI). 2025-06-03.

External links

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Official website

Retrieved from “https://en.wikipedia.org/w/index.php?title=Adtraction&oldid=1356300128”

Breaking

History

Operations

See also

References

External links

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