Since Adtraction started in 2007, being locally present has been a core part of our strategy. It has helped us gain valuable insights into each market and support brands and partners in the best possible way.

To prepare for the year ahead, we asked our local teams to share some of the topics they think will have the biggest impact on partner marketing in 2025.

Nordics

Influencer marketing growth with diverse payment models in Sweden

Influencer marketing continues to grow as brands leverage diverse models like Cost Per Order (CPO), Cost Per Acquisition (CPA), Cost Per Click (CPC), fixed fees, and gifting to collaborate with influencers. These flexible approaches enable companies to align their strategies with campaign goals, whether they prioritise direct conversions, traffic, or brand awareness. Influencers themselves are increasingly open to combined payment models, valuing the balance between guaranteed income and performance-based incentives.

By partnering with individual influencers or tapping into broader influencer networks, brands can increase their reach and connect with niche audiences in authentic ways. This dynamic approach allows businesses to tailor campaigns, measure success more effectively, and build lasting relationships with influencers.

Extensions gaining traction in Denmark

Browser extensions are emerging as part of the affiliate and partner marketing landscape, also in Denmark. Although extensions have been a topic of debate, these tools can help brands reach new audiences, particularly Gen Z and Millennials, who use them for safe and smart online shopping. Extensions can also offer benefits like price comparisons, stock availability, and trust signals for safer shopping experiences. They can also boost engagement by notifying users of new sales or collections and increase both conversion rates and average order value (AOV).

Adtraction provides features designed to prevent browser extensions from overwriting the cookies of other partners and unfairly attributing commissions. This ensures a fair partner marketing environment, protecting the interests of all partners involved.

Wish lists in Norway

It’s been a while since most of us wrote “Dear Santa,” but the desire for that perfect product never went away. The challenge? Remembering what it was and where to find it. In recent years, partners offering wishlist apps and features have seen significant growth. Platforms like GoWish, Ønsk, and Vipps in Norway have made it easier for users to create, save, and share lists of their favorite products from various e-commerce stores. These tools not only keep brands top of mind but also create opportunities for products to reach wider audiences.

Shared wishlists can spread beyond close circles, gaining traction through social media and even influencer collaborations. Influencers creating and sharing curated wishlists can introduce your brand to new audiences, while user-generated content provides valuable insights. Wishlists often reflect emerging trends, which can further help brands with inventory planning and pricing strategies before trends become mainstream.

Not just CPA: New approaches on how to pay commissions in Finland

For years, brands in Finland have relied on CPA as the standard model for partner marketing. In 2025, they are increasingly testing hybrid models, such as CPA+CPC, to achieve better results. Adding a CPC commission, especially for influencers, content partners, or mobile apps, can drive more traffic and deliver strong ROI when optimized effectively. This approach also helps brands stand out from competitors.

Brands are also exploring alternative payout models, like Adtraction’s RevShare, which is ideal for subscription services. By rewarding partners based on long-term subscribers rather than just initial sign-ups, this model aligns with brands seeking sustainable customer growth. Demand for RevShare is expected to rise in 2025.

Europe

Multi-channel partner marketing in Germany

In Germany, partner marketing is evolving to meet consumers where they are. It’s no longer just about websites and social media; partners now promote brands through apps, email campaigns, and even offline channels like events or print ads.

This approach helps brands connect with customers at different stages of their journey, whether through personalised app ads, targeted emails, or in-person experiences. By using multiple channels, partners contribute to create more opportunities for engagement, driving conversions and building stronger brand loyalty.

Content and media houses integrating partner marketing into editorial content in Switzerland

In Switzerland, the first content and media houses are integrating partner marketing into their editorial content. In the lifestyle and travel section, partners like NZZ are setting new standards by combining inspiring articles with carefully curated product and service recommendations.

The partner marketing technology enables a seamless connection between high-quality content and measurable value – for readers, partners and brands. This pioneering project demonstrates how partner marketing can enhance content while unlocking new revenue streams. In 2025, more content and media houses are expected to follow along, setting new benchmarks for authenticity and relevance.

Alternatives to GA4 making their mark in the Netherlands

Since the transition from Google’s Universal Analytics to GA4, many brands have started questioning its accuracy. In the Netherlands, this shift has opened up for third-party analytics tools like Billy Grace and Bloomreach, offering an unbiased and more neutral perspective on sales attribution and added value. These tools provide detailed insights into each partner’s role in the customer journey and highlight their unique contributions.

By using the insights from more neutral analytics tools, brands can make data-driven decisions to optimise their partner marketing activities and find new ways to increase the overall value from the channel.

Cookie setting and prevention in the UK

In recent years, it has become harder to accurately track and understand customer journeys. Privacy rules, the increasing use of ad blockers, and restrictions from browsers and device makers have all made it more difficult to collect information about online user activity. This development is expected to continue, with traditional tracking methods facing more challenges ahead.

This shift has pushed networks in the UK and other markets in Europe to explore alternative tracking solutions that comply with privacy regulations while maintaining effectiveness. Approaches such as first-party data collection, server-side tracking, and contextual advertising have gained traction as viable replacements for third-party cookies. Partner marketing platforms are also leveraging privacy-safe attribution models and partnerships with consent management platforms to address these challenges.

Adtraction has proactively moved all its tracking to first-party cookies or server-side tracking over the last few years. Additionally, the platform features multiple layers of fallback tracking for situations where cookies cannot be used, ensuring reliable and privacy-compliant tracking solutions.

Gen Z’s growing importance in e-commerce in Poland

The e-commerce market has changed rapidly in recent years, and it’s likely to accelerate further in 2025. This change is amongst others driven by the preferences of Gen Z and their increasing purchasing power. The mobile-first generation favors social media platforms like YouTube, Instagram, and TikTok over big-screen media and traditional traffic sources. Eco-friendly brands, green delivery, and convenient payment options like Apple Pay are a priority.

Partners need to adapt to the changing environment by reaching Gen Z where they are, and gaining their trust. In 2025 Adtraction Poland will actively deepen existing and seek new partnerships with brands and partners to even better address the needs of Gen Z and beyond.

Content to commerce (C2C) becoming popular in France

The content-to-commerce (C2C) model is shaking up partner and affiliate marketing in France by using great content to drive sales. Media partners are at the core of this shift, delivering results through smart traffic and promotion strategies.

They focus on providing steady, high-quality traffic with tools like native ads, social media boosts, and newsletter features. These approaches create a smooth user journey, where engaging content builds trust and leads to sales. By combining genuine recommendations with scalable tools, media partners help brands get the most out of their partner marketing, delivering clear and measurable results.

Automation and use of AI in Italy

The rise of AI and automation is reshaping the future of partner and affiliate marketing, making campaigns smarter, faster, and more personalized. In Italy, brands are using AI insights to predict consumer behavior and create personalised experiences on a large scale.

Examples also highlight how brands are leveraging automation to take over repetitive tasks, giving marketers more time to focus on creative and impactful strategies. Used right, AI will improve targeting accuracy and boost ROI, changing how marketers connect with audiences. By combining human creativity with machine intelligence, performance marketing will reach new heights.

Demand for more transparency for lead generation in Spain

In recent years, there has been a big rise in lead generation brokers for utilities, finance, and subscription services in Spain. Media buyers have gained significant expertise on traditional platforms, combining it with partner marketing agreements. However, some "overselling" in delivery splits has made brands demand clearer information to better allocate their budgets.

To ensure full transparency in lead acquisition, Adtraction introduced Hub Solution in 2023. This innovative product leverages multiple API connections, enabling brands to gain a comprehensive view of their lead acquisition process. At the same time, it provides brokers with a clear overview of delivered quality, based on user profiling and acquisition channels.

Embracing changes in partner marketing

As we look ahead to 2025, one thing is clear: partner marketing continues to evolve, offering exciting opportunities both for partners and brands to innovate and grow. Whether it’s adapting to new tools, exploring emerging trends, or leveraging local insights, staying ahead in the industry requires flexibility and curiosity.

Curious about what’s next for your market? Get in touch with us at hello@adtraction.com – we’d love to explore the possibilities with you!