Adtraction vs Tradedoubler

Nordic Partner Marketing: Local Micro Wins Over Macro

At a recent industry gathering in Oslo, Nordic media houses and networks discussed the future of partner marketing. Adtraction speakers argued that while macro trends (AI, platforms, cookie changes) dominate headlines, actual sales growth comes from local, meaningful partnerships — the 'micro' actions such as individual partner relationships, format tests, and local teams matching brands to partners. The article restates Adtraction's mission to help European brands grow sales predictably while enabling partners to monetise content, and reinforces a local, market-by-market approach to partner marketing.

• A networking event for Nordic media houses and networks was held in Oslo in June 2026 where partner marketing trends were discussed.
• Adtraction positions partner marketing growth as driven by local, meaningful partnerships rather than solely by AI or large macro trends.
• Adtraction describes its mission as helping brands across Europe grow sales at a predictable cost while helping partners monetise their content and traffic.

New blog post: La afiliación como clave del éxito de MediaMarkt en Black Friday

A new blog post has been added to the Tradedoubler blog feed, discussing the role of affiliate marketing in MediaMarkt's Black Friday success.

BuildLab Competition: Seven Affiliate Firms Build AI Time-Saving Tools

At PI LIVE Europe, the BuildLab competition brings together seven affiliate marketing companies to develop next-generation partnership tools that address time-consuming manual tasks, approval chasing, and data fragmentation in the affiliate channel. Teams from Tradedoubler, Awin, Impact.com, Optimise, Everflow, Adtraction, and Bravo Savings Network will build working prototypes in a single day, using AI tools, models, and MCP integrations. The winner will be announced at the AIP Summit on October 21. This initiative highlights the industry's focus on leveraging AI to streamline operations and enhance strategic work.

• PI LIVE is hosting BuildLab, a competition to create next-gen partnership tools.
• Seven companies participate: Tradedoubler, Awin, Impact.com, Optimise, Everflow, Adtraction, and Bravo Savings Network.
• Each team builds a working prototype in one day using AI tools and MCP integrations.

Content's Role Grows in Affiliate Marketing Amid AI-Driven Discovery

The article discusses the expanding role of content publishers in affiliate marketing, driven by changes in consumer discovery influenced by generative AI. It argues that last-click attribution undervalues content's contribution to brand discovery, consideration, and confidence, and calls for evolving measurement models to recognize influence. It cites industry data showing content publishers account for about 21% of affiliate spend, and highlights examples from the Tradedoubler network, including MediaMarkt and Intermundial, where content strategies drove growth. The piece also touches on emerging measurement models like retrieval tracking and licensing, and references EMNA AI for improving AI visibility.

• Content publishers account for around 21% of affiliate spend, according to APMA's State of the Affiliate Nation.
• MediaMarkt's Spanish affiliate programme delivered 15% year-on-year growth in confirmed sales, 18% revenue growth, and an 11% uplift in conversion rate.
• Inter mundial's affiliate programme generated more than 20,000 confirmed sales, 9% revenue growth, and a 9% increase in affiliate ROI.