Guide
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Partner-ads is Denmark's only major affiliate network that's still independent and Danish-owned — Adservice has been fully acquired into Swedish Adtraction since 2024. Partner-ads has 1,500+ advertisers and charges 25% of the commission a brand offers its partners (e.g., 2.5% on top of 10%). Adtraction is a publicly listed network with offices in 13 European markets, no setup fee, but an undisclosed percentage. The choice depends on whether the campaign is Danish or international.
When a Danish brand looks for a "Danish" or "Nordic" affiliate network, three names usually come up: Partner-ads, Adservice and Adtraction. But since Q2 2024, Adservice has been fully migrated into Swedish Adtraction's platform and no longer exists as a standalone option (see the full breakdown of that acquisition). That leaves two genuinely independent choices: Partner-ads (Partner-ads ApS, Danish company registration CVR 31178088), founded in 2001 in Nærum and still Danish-owned and operated, and Adtraction, the publicly listed Swedish network that now also owns the Adservice brand. Partner-ads charges 25% of the commission rate a brand offers its own affiliates; Adtraction charges an undisclosed percentage on top. The choice mostly comes down to whether the campaign is purely Danish or needs to cover several European markets.
Partner-ads ApS was founded in 2001 and is headquartered in Nærum, per the company's own LinkedIn company profile. That makes Partner-ads the oldest of the three names in this comparison — six years older than both Adservice and Adtraction, which were both founded in 2007. Per Partner-ads' own advertiser pages, the network today has more than 1,500 advertisers across 20 categories and over 2,000 active affiliate partners and influencers, weighted toward Danish webshops in retail, fashion, home and lifestyle.
Partner-ads' own advertiser terms describe a fee mechanic that differs from both Adtraction's and Tradedoubler's: the platform charges 25% of the commission rate a brand itself chooses to offer its affiliate partners — not 25% of the sale amount itself. Partner-ads' own example from its terms illustrates the mechanic: if a brand offers a 10% commission to its partners, Partner-ads' share is 2.5% (25% of that 10%), bringing the brand's total cost to 12.5% of the sale. A minimum rate also applies — either 20 kr. per sale/lead (excl. VAT) or 2% in sales commission — which can be waived by separate agreement with Partner-ads. The standard cookie runs for up to 40 days after a click, unless an individual partner program sets a shorter period in its own terms.
Hypothetical worked example (illustrative, applying Partner-ads' own published mechanic): if a brand sets its affiliate commission at 8% of order value, Partner-ads' fee would be 25% of 8% = 2%, for a total cost of 10% of order value. This calculation applies Partner-ads' own formula to a made-up commission figure — it is not a figure Partner-ads itself has published as an example.
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, and states it has processed over 61.9 million conversions across roughly 2,406 brands and 7,500 partners. Per its own statements, Adtraction charges no setup or licensing fee, but instead adds a percentage on top of the commission a brand pays its own partners — without publishing that percentage itself. Adtraction is also the network that has absorbed Adservice's customers since 2024; see the full article on Adtraction, Tradedoubler and Adservice for the details of that acquisition and Tradedoubler's French ownership.
| Network | Headquarters | Founded | Ownership | Scale (per own sources) | Fee model | Attribution window |
|---|---|---|---|---|---|---|
| Partner-ads | Nærum, Denmark | 2001 | Independent, Danish-owned (Partner-ads ApS) | 1,500+ advertisers, 20 categories, 2,000+ active affiliates | 25% of the commission a brand offers partners; min. 20 kr./sale or 2% | Up to 40 days (can be shorter per program) |
| Adtraction | Stockholm, Sweden | 2007 | Publicly listed (Nasdaq First North since Dec 2021); has owned the Adservice brand since Feb 2023 | 61.9M+ conversions, ~2,406 brands, 7,500 partners, 13 European markets | Undisclosed percentage on top of the commission; no setup fee | Not published by Adtraction |
See also the comparison of the global networks Awin, Impact.com, Everflow and Refersion if the campaign reaches beyond the Nordics, and the step-by-step guide to setting up an affiliate program if you haven't chosen a network yet. The decision between an open or application-only program is independent of which network you pick, and should be made separately.
Yes. Unlike Adservice, which has been fully acquired and migrated into Adtraction's platform since Q2 2024, Partner-ads ApS (CVR 31178088) remains an independent, Danish-owned company headquartered in Nærum, founded in 2001.
Per Partner-ads' own terms, the fee is 25% of the commission rate you choose to offer your affiliate partners — not 25% of the sale. If you offer a 10% commission, Partner-ads' share is 2.5%, for a total cost of 12.5% of the sale. A minimum rate of 20 kr. per sale/lead or 2% also applies, which can be waived by agreement.
Adtraction also charges a percentage on top of the brand's own commission to partners, but doesn't publish that percentage itself — it has to be requested as a concrete quote. Partner-ads' formula, by comparison, is fully transparent and can be calculated in advance.
Partner-ads' own advertiser pages describe the network with a primary focus on the Danish market. This article does not go beyond what is confirmed directly on Partner-ads' own site regarding coverage outside Denmark.
Adtraction, if the campaign needs to cover multiple countries — the network runs its own offices in 13 European markets, against Partner-ads' focus on the Danish market.
Yes, but not through Partner-ads or Adtraction — Wolt runs an open TradeDoubler affiliate program plus a separate, documented creator program via the platform Filify, and Just Eat runs one Awin program with no public rate. See Wolt, Just Eat and Foodora compared for the full breakdown, including the confirmed gap at Foodora.
In our experience, the most common mistake is comparing Partner-ads and Adtraction purely on name and "Danish vs. foreign," without looking at the fee formula. Partner-ads' fully published 25% formula makes it possible to budget the real cost before signing — something neither Adtraction nor the former Adservice offers in the same way. On the other hand, Partner-ads' scale (1,500+ advertisers) is markedly smaller than Adtraction's (2,406+ brands, 7,500 partners across 13 countries), so a brand with international ambitions often ends up needing both types of network for different markets, rather than choosing one over the other. We recommend confirming the current fee rate and minimum threshold directly with the network every time you revisit your affiliate program setup — terms on both platforms can change.
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