Adtraction
Adtraction Group AB is a Stockholm-listed (Nasdaq First North, ticker ADTG) full-service affiliate and partner marketing platform operating in 12 European countries, connecting e-commerce brands with publishers and influencers through subscription tiers and commission-based tracking.
- Company typePublic
- Founded2007
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Adtraction does
Adtraction Group AB is a Stockholm-headquartered, publicly listed (Nasdaq First North Growth Market, ticker ADTG) full-service partner marketing platform operating across 12 European countries. Founded in 2007, the company operates a two-sided affiliate marketplace connecting e-commerce brands with publishers, influencers, content creators, and deal/coupon sites. Brands gain access to a curated partner base and unified program management, while partners receive free access to brand programs, tracking links, product feeds, and commission reporting.
The core technology stack centers on affiliate tracking and attribution (cookie-based plus server-side via Stape.io), a public REST API (v2 and v3) with token-based authentication for programmatic reporting and link management, and a broad integration ecosystem spanning Shopify, Google Ads, Zapier, Pipedream, ProfitMetrics, Funnel.io, Supermetrics, Dataddo, Windsor.ai, and multiple data warehouse connectors. Supporting products include the Bundler subsidiary (bundling/deal aggregation), RevShare (revenue-share tracking for subscription/SaaS models), Adtraction Plus (managed add-on), and a Chrome extension plus mobile app for partners.
The business model combines monthly brand subscriptions (Self-managed EUR 149/mo, Managed EUR 249/mo, Full Service EUR 499/mo) with a percentage take of commissions paid by brands to their affiliate partners. Partners join the platform free of charge, monetized indirectly through brand-side fees. Revenue concentration sits across enterprise retail and consumer brand logos (Flying Tiger, SodaStream, Hello Fresh, Nordic Nest, Skullcandy, Kitlocker, Lyko) supplemented by a long-tail of SMB and mid-market brands onboarded via self-serve and local sales teams in each market.
Adtraction firmographics
Firmographics- Name
- Adtraction
- Legal name
- Adtraction Group AB
- Website
- https://adtraction.com
- Company type
- Public
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Adtraction Group AB is a Stockholm-listed (Nasdaq First North, ticker ADTG) full-service affiliate and partner marketing platform operating in 12 European countries, connecting e-commerce brands with publishers and influencers through subscription tiers and commission-based tracking.
- Ownership category
- akta.pro rank
Adtraction industry classification
Industry- Product category
- Affiliate Marketing Platform
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Affiliate & Performance Creator Programs (BPAFAHAG)
- akta.pro secondary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Adtraction is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Adtraction business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Brand Subscription Fees: Adtraction charges brands a monthly subscription fee for access to its affiliate marketing platform. Three tiers are offered: Self-managed (149 EUR/mo), Managed (249 EUR/mo), and Full service (499 EUR/mo). This is the primary recurring revenue stream from brands.
- Affiliate Commission (Cost-Per-Acquisition): In addition to subscription fees, brands pay a percentage of the commission they pay out to their affiliate partners. This creates a transaction-based revenue component aligned with performance.
- Partner Platform (Free for Partners): Affiliate partners join the platform for free and earn commissions through their promotional activities. Partners are monetized indirectly through the brand subscription and commission model rather than directly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-managed - 149 EUR/mo |
| Subscription | Monthly | Managed - 249 EUR/mo |
| Subscription | Monthly | Full service - 499 EUR/mo |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Adtraction product offering
Product offeringCore offering
Adtraction is a pan-European affiliate and partner marketing platform that connects brands with publishers, influencers, comparison sites, and other partners who promote products in exchange for performance-based commission. Brands subscribe to the platform (Self-managed at 149 EUR/mo, Managed at 249 EUR/mo, Full Service at 499 EUR/mo) to launch and run partner programs, track conversions, manage commissions, and automate payouts, while affiliate partners join the platform for free to access brand programs, generate tracking links, and earn commissions.
Product overview
Adtraction is an affiliate/partner marketing platform that operates across 12 European markets (UK, Sweden, Norway, Denmark, Finland, Poland, Spain, Netherlands, Germany, Switzerland, Austria, France, Italy). The core product is the Adtraction Platform, a SaaS affiliate network connecting brands with partners who promote products for commission. The platform is available in three service tiers: Self-managed (with optional Adtraction Plus add-on), Managed (with dynamic commissioning and optional influencer services), and Full Service (with a dedicated local account manager). Supporting products include RevShare (a revenue-share model for subscription/SaaS brands), the Adtraction API (v2 and v3 REST API for programmatic access), the Adtraction Chrome Extension, and the Adtraction Mobile App. The Bundler subsidiary (bundler.com) is a separate brand under the Adtraction Group AB corporate umbrella. The platform integrates with major tools including Shopify, Google Ads, Zapier, and 15+ analytics and data warehouse platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Bundler: A subsidiary focused on RevShare (Revenue Share) tracking and product bundling solutions for subscription-based and SaaS business models.
- Adtraction Plus
- RevShare
Products and services
- Adtraction Platform The core affiliate and partner marketing SaaS platform connecting European brands with publishers, influencers, comparison sites, and other partners who promote products in exchange for commission. Brands use it to manage partnerships, track conversions, and automate payouts, while partners use it to access programs, generate tracking links, and view commission reporting.
- Adtraction API (v2 and v3) A public REST API (v3 base URL https://api.adtraction.net/v3/; v2 base URL https://api.adtraction.net/v2/) enabling partners and advertisers to programmatically retrieve reports, manage tracking links, transactions, channels, commissions, payments, and product feeds. Supports Partner, Client/Advertiser, and Public endpoint groups with JSON payloads, X-Token header authentication, SSL, ISO 8601 dates in Stockholm time, and per-minute rate limits.
- RevShare (Revenue Share Tracking) A revenue-share tracking model specifically tailored for subscription-based and SaaS business models, allowing brands to pay partners a percentage of the revenue generated from referred customers on a monthly recurring basis rather than a one-time CPA.
- Bundler (Bundler.com) A wholly-owned subsidiary of Adtraction Group AB offering bundling partnerships and deal aggregation, focused on RevShare and product bundling solutions for brands.
- Adtraction Chrome Extension A Google Chrome browser extension enabling affiliate partners to create tracking links directly from the browser without navigating into the Adtraction platform.
- Adtraction Mobile App A mobile application giving affiliate partners a partnership overview, allowing them to monitor performance, track earnings, and manage their affiliate activities on the go.
Companies that use Adtraction
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles4 records
Adtraction technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Feature3 records
Adtraction partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ShopifycoreNative integration with Shopify allowing e-commerce brands on Shopify to easily connect their stores to Adtraction's affiliate program management.
- Google AdscoreIntegration with Google Ads for tracking and attributing affiliate-driven ad conversions, enabling proper measurement across channels.
- APMA (Affiliate Marketing Professional Association)coreAdtraction participates in the APMA AI Taskforce alongside competitors including Awin, impact.com, Acceleration Partners, CJ, and Revlifter to advance AI standards and practices in affiliate marketing.
- Bundler.comminorBundler.com is a subsidiary or service offering under Adtraction focused on bundling partnerships and deal aggregation.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Adtraction competitors and assessment
Company assessmentDirect peers
- Acceleration Partners: Acceleration Partners is a global partner marketing agency that operates affiliate programmes on behalf of brands, and is also a fellow APMA AI Taskforce member with Adtraction. It overlaps as both a competitor for managed-service affiliate work and a peer in industry AI standard-setting.
- Awin: Awin is a global affiliate marketing network headquartered in Berlin that operates across multiple verticals and geographies, directly competing with Adtraction in the European affiliate market. Both companies offer brand-partner matching, tracking, and commission management as their core proposition.
- PartnerStack: PartnerStack is a SaaS-focused partner management platform for B2B brands, offering affiliate, referral, and reseller program management. It overlaps directly with Adtraction's RevShare offering for SaaS and subscription brands.
- impact.com: impact.com is a leading global partner marketing platform serving brands and partners across affiliate, influencer, and B2B programs. It is a direct peer to Adtraction with overlapping brand-tracking, attribution, and partner-management functionality and joint APMA AI Taskforce membership.
- Webgains: Webgains is an international affiliate marketing network owned by ad pepper media, operating in Europe and beyond. It offers affiliate tracking, attribution, and partner management services similar to Adtraction's core platform.
- CJ Affiliate (Commission Junction): CJ Affiliate is one of the largest global affiliate networks, owned by Publicis Groupe, offering brand and publisher programmes with global reach. It competes head-to-head with Adtraction for enterprise brand budgets and co-sits on the APMA AI Taskforce.
- Rakuten Advertising: Rakuten Advertising is a global affiliate and performance marketing network offering tracking, attribution, and partner discovery tools. It is comparable to Adtraction in providing brand-partner matching and cross-channel affiliate measurement at scale.
- ShareASale: ShareASale is a US-headquartered affiliate network (now part of the Awin group) providing tracking, reporting, and payment tools for merchants and affiliates. It competes with Adtraction in cross-border affiliate programme management.
Regional players
- Tradedoubler: Tradedoubler is a European-headquartered affiliate and performance marketing network operating across multiple EU markets. It is most directly comparable to Adtraction in geographic focus and brand-partner programme structure.
Emerging players
- Refersion: Refersion is a SaaS affiliate and influencer marketing platform focused on DTC and e-commerce brands. It overlaps with Adtraction's influencer services tier and Bundler bundling proposition but skews more toward emerging mid-market customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Adtraction social profiles
Digital presenceAdtraction financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adtraction leadership team
Management profileNumber of profiles
Profiles4 records
Adtraction subsidiaries and ownership
Company hierarchySubsidiaries2 records
Adtraction funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adtraction M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adtraction
What does Adtraction do?
Adtraction is a pan-European affiliate and partner marketing platform that connects brands with publishers, influencers, comparison sites, and other partners who promote products in exchange for performance-based commission. Brands subscribe to the platform (Self-managed at 149 EUR/mo, Managed at 249 EUR/mo, Full Service at 499 EUR/mo) to launch and run partner programs, track conversions, manage commissions, and automate payouts, while affiliate partners join the platform for free to access brand programs, generate tracking links, and earn commissions.
Is Adtraction a public or private company?
Adtraction is a public company. It is classified as public and is currently operating.
When was Adtraction founded?
Adtraction was founded in 2007. It employs 101 to 250 people.
Where is Adtraction based?
Adtraction is headquartered in Stockholm, Sweden, in the Europe region.
How does Adtraction make money?
Three revenue lines are on record. Brand Subscription Fees are the primary driver. The others are affiliate Commission (Cost-Per-Acquisition) and partner Platform (Free for Partners).
Who are Adtraction's main competitors?
Direct peers on record are Acceleration Partners, Awin, PartnerStack, impact.com, Webgains, CJ Affiliate (Commission Junction), Rakuten Advertising and ShareASale. Tradedoubler is listed as a regional player. Refersion is listed as an emerging player.
Does Adtraction have an API?
Yes. Adtraction offers a public REST API (versions v2 and v3) for partners and advertisers to retrieve reports, manage tracking links, transactions, channels, commissions, payments, and product feeds. The base URL for v3 is https://api.adtraction.net/v3/ and for v2 is https://api.adtraction.net/v2/. The API uses X-Token header authentication (API token), accepts and returns JSON, requires SSL, and uses ISO 8601 date format in Stockholm time. Rate limiting applies per minute. Endpoints are organized by role (Partner, Client/Advertiser, Public) and cover program discovery, product feeds, coupon management, click/transaction tracking, statistics, payments, and channel management. Developer documentation is at apidocs.adtraction.net/nextgen.
What industry is Adtraction in?
Adtraction's product category is Affiliate Marketing Platform. Its primary akta.pro industry code is BPAFAHAG, Affiliate & Performance Creator Programs, with a secondary code of BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms. Its NAICS code is 54181 and its SIC code is 7311.