Adtraction
 | |
| Type | Public (Aktiebolag) |
|---|---|
| Nasdaq Stockholm: ADTR | |
| ISIN | SE0016833149  |
| Industry | Affiliate marketing Partner Marketing |
| Founded | 2007 |
| Founders | Simon Gustafson, Markus Bjernvall |
| Headquarters | |
| Website | adtraction.com |
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
[edit]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regarding re-taxation.[6] The demands against the main owners, including CEO Simon Gustafson, were finally withdrawn in 2025.[7]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
[edit]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]
See also
[edit]References
[edit]- 1 2 3 4 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.