Tradedoubler

Tradedoubler is a digital marketing company based in Stockholm, Sweden. It was founded in 1999 by Felix Hagnö and Martin Lorentzon and was listed on the Stockholm Stock Exchange in 2005.

Tradedoubler AB (publ)

Type	Public
Traded as	Nasdaq Stockholm: TRAD
Founded	1999
Headquarters	Stockholm, Sweden
Products	Affiliate network, search marketing (PPC, SEO), ad network
Website	http://www.tradedoubler.com/en/about/

Company

Tradedoubler has 15 offices in 10 countries: Sweden, United Kingdom, France, Germany, Switzerland, Netherlands, Spain, Italy, Poland and Singapore. It pioneered affiliate marketing and offers both an affiliate network and a technology tool. Today the affiliate network is doing business in more than 80 countries and is including over 180,000 active publishers and over 2,000 advertisers.

History

In September 1999 Martin Lorentzon and Felix Hagnö founded Netstrategy that later became Tradedoubler,[1] the first European network to offer performance-based affiliate marketing services for advertisers and publishers. They developed a solid platform and infrastructure enabling merchants to create relationships with affiliates.

In 2000 Tradedoubler initiated a roll-out to all major European markets and by the end of that year the network was counting more than 260 affiliate programs in diverse fields and over 70,000 affiliates.

In 2001 Tradedoubler won the "Guldmusen" prize, one of the oldest IT prizes in Sweden, as the IT-rookie of the year for a patented platform for performance-based marketing and sales.[2][3]

During 2002 Tradedoubler had reached profitability and doubled both revenue and gross profit, generating sales of more than €200 million for their advertisers during 2002.

In 2004 Crown Princess Victoria of Sweden presented Tradedoubler with the "Export Hermes" award in recognition of their successful export strategy.[4] By this time, Tradedoubler had become Europe's leading supplier of online marketing and sales services to over 700 advertisers, almost half a million publishers and some of the leading agencies across Europe.

In 2005 Tradedoubler was listed on NASDAQ Stockholm and launched their white-label application, a global partner management platform that allows advertisers and agencies to track and manage their digital marketing activities. The application is powered by the same technology as Tradedoubler’s public affiliate network and can be used as an in-house tracking and channel de-duplication platform or as an affiliate management tool.

In March 2006 Tradedoubler bought for US$ 1.25 million an advertising service Advertigo that was created by Daniel Ek, the future founder of Spotify.[5] In April 2006 Lorentzon with Ek decided to start a new company and Daniel makes Martin to leave the Tradedoubler board of directors.

In 2007 Tradedoubler acquired Interactive Marketing Works Ltd and subsidiaries ('The IMW Group').[6] The IMW Group consists of two trading entities, 'The Search Works', a search engine marketing agency and 'The Technology Works', a technology provider for search engine marketing.

In 2012, Tradedoubler was the first pan European network to launch an integrated e-commerce and m-commerce affiliate offering covering consumers’ changing behaviour to research and buy via mobile devices.

In April 2014 Tradedoubler appointed Matthias Stadelmeyer as CEO.[7]

The same year Tradedoubler launched a business intelligence tool providing advertisers with live information on program performance through customized dashboards visualizing data insights.

In January 2015 Tradedoubler acquired the independent German technology company, Adnologies, a data-driven advertising specialist.[8]

In March 2015 Reworld Media became the principal owner of Tradedoubler by acquiring a 19,1 stake in the company.[9] [10]

In September 2015 Tradedoubler launched Cookieless tracking technology to allow online behavior to be tracked, even when a HTTP cookie is not present, by creating a device fingerprint.[11]

In 2016 Tradedoubler launched User Journey Insights as part of their business intelligence tool for giving advertisers visibility of their online customer journeys from affiliate data to the full spectrum of their digital marketing activity.[12] The company also launched Cross-Device Tracking, a service for analysis of the impact of marketing activity across desktop and mobile.[13]

The same year Tradedoubler expanded their performance marketing offering to South East Asia with a new office in Singapore to develop performance marketing strategies across the Asian region [14] and the company acquired R Advertising, an email marketing company.[15]

In 2016 Tradedoubler also introduced their programmatic service helping advertisers to identify potential new customers. Through a combination of data-driven insight and artificial intelligence Tradedoubler helps to understand purchase behavior and to identify and reach new customers with targeted advertising.

In 2017 Tradedoubler acquired Metapic, a platform for product recommendation within influencer and premium lifestyle media.[16] Six months later the platform has attracted 20,000 users with a reach of more than 2 million unique visitors per week in Sweden, Norway and Denmark. During 2018 Metapic has been rolled out in the UK, France, Germany, Poland, Spain and Italy.

In November 2018 Reworld Media announced a recommended public cash offer to the shareholders and held 40% of Tradedoubler's shares after the offer expired.[17]

In March 2019 Tradedoubler announced its product vision of an open platform enabling automated and transparent direct relationships between advertisers and publishers using blockchain technology for the storage of data. The same month it presented a new publisher interface and API as the first applications based on the platform.[18]

Previous and current CEOs

Name	From	To
Martin Henricson	01.02.01	27.03.07
Will Cooper	28.03.07	21.12.08
Örjan Frid	22.12.08	15.02.10
Urban Gillström	16.02.10	28.06.12
Rob Wilson	29.06.12	21.04.14
Matthias Stadelmeyer	22.04.14	today

Notes and references

1. "Bloomberg Profile Martin Lorentzon". Retrieved 6 April 2019.
2. "Dubblad försäljning för Tradedoubler".
3. "Ny Teknik". nyteknik.se. 20 September 2003. Archived from the original on 20 September 2003. Retrieved 6 April 2019.
4. "Tradedoubler wins Best Exporting Company of the Year". win2day. 24 May 2004. Retrieved 7 April 2019.
5. "TradeDoubler AB acquires Advertigo". www.m2.com. Retrieved 28 May 2019.
6. "TradeDoubler buys IMW for £56 million". Growth Business. 18 September 2007. Retrieved 28 May 2019.
7. AB, TradeDoubler (1 September 2014). "Matthias Stadelmeyer appointed CEO for Tradedoubler". GlobeNewswire News Room. Retrieved 28 May 2019.
8. "Tradedoubler Completes Deal for Adnologies".
9. "Reworld Media becomes the new principal owner of Tradedoubler". News Powered by Cision. Retrieved 28 May 2019.
10. "Reworld Media S.A. has announced a recommended public cash offer to the shareholders in Tradedoubler Aktiebolag". News Powered by Cision. Retrieved 28 May 2019.
11. "Dmexco 2015: Tradedoubler bringt Lösung zur Erfassung von Customer-Journey-Daten".
12. "Svenskar velar mest vid internetköp".
13. "Tradedoubler Launches European-Wide Cross-Device Tracking Solution". PerformanceIN. 1 July 2016. Retrieved 28 May 2019.
14. TradeDoubler. "Tradedoubler Opens Office in Singapore to Capitalise on Growing Asian E-commerce Market". www.prnewswire.co.uk. Retrieved 28 May 2019.
15. "BRIEF-Tradedoubler buys remaining shares in R-Advertising". Reuters. 21 December 2016. Retrieved 28 May 2019.
16. "Tradedoubler Acquires Scandinavian Influencer Startup Platform Metapic". PerformanceIN. 1 September 2017. Retrieved 28 May 2019.
17. "Reworld Media S.A. has announced a recommended public cash offer to the shareholders in Tradedoubler Aktiebolag". News Powered by Cision. Retrieved 28 May 2019.
18. "Tradedoubler Unveils Plans for Transparent Affiliate Marketing". PerformanceIN. 1 March 2019. Retrieved 28 May 2019.