Adtraction has a clear growth strategy, aiming at expanding both organically and through acquisitions. In accordance with this plan, the company has now acquired Adrecord.

Adrecord was founded in 2010, has 10 employees, and is headquartered in Örebro. The company operates in the e-commerce sector, with around 500 customers and 1 000 partners. There is virtually no overlap between Adtraction's and Adrecord's customer bases. Over time, Adrecord's customers will be offered the opportunity to migrate to Adtraction's platform, which will also be adjusted to meet their specific needs.

In a comment, CEO Simon Gustafson says:
Adrecord has been a reliable partner for Swedish and Nordic e-commerce businesses for many years and is often referred to as 'the e-commerce retailer's best friend.' This is a prestigious title and beautifully illustrates the shared ambition and focus of both Adtraction and Adrecord: to help e-commerce businesses diversify their marketing efforts and reduce their reliance on the major platforms. Together, Adrecord and Adtraction will be able to manage partnerships for both smaller local e-commerce retailers and leading international companies.

Adtraction is the market leader in the Nordics, which means we have a responsibility to also work with smaller customers, enabling us to grow together and reach new markets. By acquiring Adrecord, we are able to cover a larger share of the market. 

Jonny Elofsson, founder of Adrecord, comments:
I am proud to have founded and developed Adrecord, and I am very excited to see Adrecord take its next step by becoming part of Adtraction. Adtraction feels like the natural and perfect home for Adrecord. Adtraction and Adrecord have operated side by side for many years, working in much the same way, always striving for high quality and a fundamental sense of integrity in our delivery. 

Linus Wickberg, CEO of Adrecord AB, comments:
We are now becoming part of Adtraction, which allows us to offer our advertisers and affiliates more opportunities than ever before. This provides us with great opportunities to continue delivering value to our customers. I am really looking forward to the upcoming collaboration with the Adtraction team and the new possibilities it will bring.

For more detailed information about the transaction, please read the Swedish press release issued 1st of October.