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Nordic Affiliate Networks for Influencer Programs: Adtraction, Tradedoubler and Adservice Compared
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Adtraction, Tradedoubler and Adservice are often listed together as "the Nordic affiliate networks" — but by 2026 they are not three independent options. Adservice has been fully absorbed into Adtraction's platform since Q2 2024, and Tradedoubler is Nordic-founded but not Nordic-owned: French media group Reworld Media has held a majority stake (51.8% as of 2023) since building up from 2016. In practice, Adtraction is now the only one of the three that is a standalone platform with its own Danish market history, via its Adservice acquisition.
Adtraction, Tradedoubler and Adservice show up together on lists of "Nordic affiliate networks" for brands looking for an alternative to global networks like Awin or Impact.com. But the three names no longer represent three independent choices. Adservice, the Danish network founded in Aarhus, was acquired by Adtraction in February 2023 and has been fully migrated into Adtraction's own platform since Q2 2024 — the standalone Adservice platform no longer exists as a separate login, and the company's own domain, adservice.com, now redirects straight to adtraction.com. Tradedoubler is still an independent platform, but it isn't Nordic-owned: French media group Reworld Media took its first stake in 2016 and has since built up to a 51.8% majority (as of 2023). That leaves Adtraction as the only one of the three that's still a standalone, publicly listed Nordic platform with its own direct history in the Danish market.
Adtraction was founded in 2007 in Stockholm and has been listed on Nasdaq First North Growth Market since December 2021. The company runs its own offices in 13 European markets, including Denmark, Norway, Finland, Germany, the UK and the Netherlands, and states it has processed over 61.9 million conversions across roughly 2,406 brands and 7,500 partners.
Per Adtraction's own FAQ, brands pay no setup or licensing fees to join the platform. The cost instead consists of a percentage on top of the commission a brand agrees to pay its own partners — but Adtraction does not publish a fixed percentage for that platform fee itself. That means a brand has to get a concrete quote from Adtraction to know the real total cost; it can't be looked up in advance.
Adservice A/S was founded in 2007 in Aarhus and operated as an independent, Danish-owned affiliate network until Adtraction acquired the company in February 2023. The two companies initially ran as two separate platforms side by side, but in 2024 decided to consolidate onto one shared platform — migration started in Q1 2024 and was completed by Q2 the same year. Adtraction's own platform, the larger of the two by user volume across Europe, became the shared platform going forward. Adtraction still refers to Adservice as a "Nordic brand" in its own marketing, but there is no longer a standalone Adservice platform to log into, and existing Adservice customers have been moved onto Adtraction's infrastructure.
Tradedoubler was founded in Stockholm in September 1999 and was the first affiliate network to operate across all of Europe. The company has been listed on the Stockholm Stock Exchange since 2005 and had already rolled out to every Nordic country by 2000. Today Tradedoubler states it works with more than 3,000 advertisers and over 180,000 publishers worldwide, alongside a portfolio of acquired services spanning influencer marketing (Metapic) and lead generation (LeadsLab).
That Nordic starting point doesn't translate into Nordic ownership in 2026. French media group Reworld Media became Tradedoubler's largest shareholder in 2016 with a 19.1% stake, expanded that to 40% in 2017, and reached a 51.8% majority by 2023. A brand choosing Tradedoubler specifically for "Nordic ownership" is working from an outdated assumption.
Tradedoubler's own knowledge base describes a transparent, tiered network commission on top of the commission a brand pays its own affiliates — calculated as a percentage of the order value itself, not of the commission amount:
A worked example straight from Tradedoubler's own documentation: on a £200 sale with a 10% affiliate commission (£20 paid to the affiliate), a brand on the Walk plan pays an additional £6 in network commission (3% of £200) — a total billing amount of £26. The network commission also covers all one-time affiliate payments Tradedoubler sets up and processes, including media placement fees and bonus amounts.
| Network | Headquarters | Founded | Ownership in 2026 | Status of its own network | Fee model (from the company's own sources) |
|---|---|---|---|---|---|
| Adtraction | Stockholm, Sweden | 2007 | Publicly listed (Nasdaq First North since Dec 2021), Swedish-based | Active, standalone platform — has absorbed Adservice since Q2 2024 | Percentage on top of the commission a brand pays partners; no setup or licensing fee; the exact percentage is not published |
| Tradedoubler | Stockholm, Sweden | 1999 | Publicly listed (Nasdaq Stockholm since 2005); French Reworld Media owns 51.8% (majority since 2023) | Active, standalone platform | Tiered network commission on order value: 4% (Start) / 3% (Walk) / 2.5% (Run), on top of the affiliate commission |
| Adservice | Aarhus, Denmark (originally) | 2007 | Acquired by Adtraction, February 2023 | No standalone platform since Q2 2024 — fully migrated into Adtraction; adservice.com redirects to adtraction.com | No longer has its own fee model — customers are billed under Adtraction's model |
A Nordic starting point isn't by itself a reason to pick one network over another. What actually matters for a brand running campaigns primarily in Denmark or the wider Nordics comes down to three concrete things:
Compared with the global four in the related article on Awin, Impact.com, Everflow and Refersion, where only Awin had a confirmed Danish/Nordic presence, Adtraction is now the network with the clearest Danish footprint among the three covered here — precisely because it acquired a Danish player, not because it was founded there. See also our broader look at affiliate and influencer marketing in Denmark for the wider Danish context, and the step-by-step guide to setting up an affiliate program if you haven't chosen a network yet.
In our experience, "Nordic network" is rarely a standalone decision criterion — it shouldn't stand alone. What actually drives a good choice is whether the network has genuine knowledge of the Danish market, and whether the fee model is transparent enough to build into an accurate affiliate budget. The Adservice acquisition shows how quickly a "Nordic alternative" can change shape: a company you could have pointed to as an independent Danish choice three years ago is now part of a Swedish publicly listed group's shared platform. We recommend confirming ownership and fee terms directly with the network every time you revisit your affiliate program setup — not just at the first decision.
No. Adservice was acquired by Adtraction in February 2023, and since Q2 2024 the former Adservice platform has been shut down in favor of Adtraction's shared platform. The Adservice name is still used in Adtraction's own marketing to describe the Nordic brand, but there is no longer a standalone platform or fee model behind it.
Not by majority, no. Tradedoubler was founded in Stockholm in 1999 and rolled out across the Nordics early on, but French media group Reworld Media has steadily increased its stake since 2016 and owned 51.8% by 2023 — a clear majority. The company is still listed in Stockholm, but it is no longer Nordic-controlled.
According to Adtraction itself, there are no setup or licensing fees. The cost is a percentage on top of the commission a brand pays its own partners, but Adtraction does not publish the exact percentage — it has to be requested directly from the company as a concrete quote.
The related article on Awin, Impact.com, Everflow and Refersion found that only Awin had a confirmed Danish/Nordic presence among the four. Adtraction fills the same role today, following its Adservice acquisition, while Tradedoubler is Nordic-founded but not Nordic-owned.
Existing Adservice customers were moved onto Adtraction's platform as part of the 2024 consolidation. Third-party tools that previously supported the Adservice API directly should be checked against Adtraction's current integration documentation, since the underlying platform has changed.
Not quite the same category — Klarna Creator Platform is a retailer-facing affiliate and campaign marketplace layered on top of a store, and its own documentation confirms a retailer already on Adtraction or Tradedoubler can opt in using its existing partner ID rather than building a new integration. See Klarna's Creator Platform for how that layering works and what's confirmed for Denmark.
No, not based on their own sites — unlike Adtraction here. They're also two of the oldest global affiliate networks, and neither publishes a public advertiser pricing page. See Rakuten Advertising and CJ Affiliate compared for the full picture, including the correction that a third historically well-known name, ShareASale, is no longer a separate, live network at all — Awin absorbed it in 2025.
Yes — Partner-ads, founded in 2001 in Nærum, remains an independent Danish-owned network (unlike Adservice, now part of Adtraction). See Partner-ads vs. Adtraction compared for its fee model and when it fits better than Adtraction.
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