Since Adtraction was founded in 2007, being locally present has been a key part of how we work. It allows us to understand each market better and support brands and partners in a way that actually reflects their local reality.

Looking ahead to 2026, we asked our local teams to share the trends they see gaining momentum in their markets. Some themes overlap, while others reflect local market dynamics.

 

 

Nordics
Partner marketing for AI visibility in Sweden 
Search is changing as AI-driven answers become a bigger part of how consumers find products and brands. Instead of relying mainly on owned content, brands increasingly gain visibility through trusted third-party channels such as media, comparison sites and product reviews.

 

This makes partner marketing an important driver of AI visibility. Partners provide the external credibility AI systems use when deciding which products and brands to recommend. As AI-generated answers increasingly replace traditional search results, being referenced matters more than driving clicks. Visibility now comes from being included in the sources AI trusts. In 2026, Swedish brands will benefit from investing in high-quality partnerships that strengthen their presence in trusted AI sources.

 

Partner marketing gaining ground in media houses in Denmark
Partner marketing has become increasingly visible within Danish media houses over the past few years. What was a category once limited to a small number of partners has expanded to include several of the country’s largest media brands. More editorial teams are now actively working with partner marketing formats and links as part of their content.

 

A clear trend is closer integration into editorial environments, including front-page exposure and content covering a wide range of brands and verticals. E-commerce brands in particular, are seeing strong interest. In 2026, closer collaboration with media houses will continue to strengthen partner marketing’s role as a trusted and effective presence in the Danish media landscape.

 

Brand stores growing in importance in Norway
Brand stores are becoming a stronger force in Norway, even in categories traditionally dominated by multi-brand retailers. In fashion, they now account for a growing share of sales, while some multi-brand retailers are losing ground. In health and beauty, multi-brand retailers still lead, but brand stores are expanding quickly from a smaller base.

 

This shift is driven by clearer ownership of the customer relationship, stronger brand loyalty, and better control over margins. As attribution becomes less precise, brands closer to the transaction are gaining importance. For partner marketing, this means a shift towards brand-led partnerships rather than reseller-driven ones. In 2026, this will influence how partner marketing creates growth in Norway, with brand stores playing a more central role in building direct customer relationships.

 

Credible lifestyle and finance influencers gain traction in Finland
In Finland, more consumers are turning to lifestyle creators and finance-focused influencers for practical advice on spending, saving, and everyday financial decisions. These creators often build strong trust by sharing personal experiences and realistic recommendations, which leads to higher engagement and purchase intent than traditional marketing.

 

For brands in sectors such as insurance, utilities, and fintech, these partnerships offer a direct way to reach consumers when they are actively evaluating their options. Products and services are introduced as part of broader conversations about financial wellbeing and efficiency, rather than as standalone promotions. In 2026, working with credible, knowledgeable creators will be an important part of driving high-quality, long-term value through partner marketing in Finland.

 

 

Europe
Hybrid commission models in Germany
In Germany, demand for hybrid commission models is increasing across partner marketing. Brands are careful with budgets, while partners are looking for greater predictability. Models that combine fixed elements such as CPC or fixed fees with performance-based commission help balance these needs.

 

For brands, hybrid setups provide better control over visibility and traffic while maintaining a clear focus on results. For partners, they reduce risk and make it easier to prioritise campaigns, particularly in competitive verticals. This trend is especially visible among media houses and influencers, where pure CPA models aren’t always enough. In 2026, hybrid models are helping create more balanced partnerships and stronger long-term collaboration in the German market.

 

Making premium media work with performance models in Switzerland
In Switzerland, brands want to combine the reach and credibility of established media houses with more authentic, content based partnerships. Premium editorial placements offer strong visibility and brand safety, but they are not always easy to activate through partner marketing.

 

The challenge is how these collaborations are priced and measured. Brands increasingly expect clear performance and measurable results, while many partners still prefer fixed fees or CPM models. This makes testing and scaling partnerships harder. In 2026, progress will depend on more flexible setups that allow premium partners to work closer to performance-based models, making it easier to connect high-quality content with actual results.

 

Import rules strengthen local and EU-based stores in the Netherlands
In the Netherlands, upcoming changes to EU import rules are starting to affect cross-border e-commerce. New fees and stricter handling of low value packages from outside the EU are reducing some of the price advantages previously held by low cost imports from China.

 

As a result, local and EU-based stores are gaining a stronger position. Clear pricing, faster delivery, and simpler returns are becoming more important factors in purchase decisions, especially as consumers grow more aware of hidden costs and delays. For partner marketing, this creates opportunities to focus less on price alone and more on reliability, transparency, and customer experience. In 2026, Dutch brands that highlight these strengths through trusted partners will be better placed to compete in a changing regulatory landscape.

 

Compliance and fairness strengthen partner marketing in the UK
In the UK, compliance is becoming a central part of how partner marketing works. Brands are to a greater extent focusing on disclosure, transparency, and how partners operate within subnetworks. At the same time, partners are taking a closer look at the programs they join.

 

Questions around payment terms, commission levels, and fair compensation are becoming more common, especially as cookie restrictions and ad blockers affect tracking. This shared responsibility is raising standards across the channel. In 2026, partners and brands that prioritise transparency and fairness will be better positioned to build trust, reduce friction, and create a more sustainable and profitable partner marketing ecosystem.

 

Social commerce shifts from reach to intent in Poland
In Poland, social media success is no longer driven by views or follower counts alone. Creators who built large audiences without strong engagement or trust are finding it harder to deliver results, as both algorithms and users have become more selective.

 

What matters now is the ability to create real purchase intent. High-performing creators focus on creative content, community, and credibility. Short-form formats are still used to drive reach, but conversions increasingly happen in more focused flows, such as private messages or simple, automated paths from content to checkout.

 

In 2026, social media fatigue is expected to continue. For brands, the most effective partnerships will be with creators who can move audiences from interest to action, not just generate visibility.

 

Generative search reshapes CSS partnerships in France
In France, Google’s Search Generative Experience is changing how CSS partners create visibility. Managing bids alone is no longer enough. To appear in AI-driven search results, partners need to provide clear, well-structured product data that AI systems can actually understand.

 

Generative search relies on context. Basic attributes are not sufficient when users ask more detailed, conversational questions. Product feeds need depth, accuracy, and consistency to stay relevant. In 2026, success will depend less on aggressive bidding and more on technical quality. Clean data structures and feed optimisation are becoming as important to CSS partners as SEO once was.

 

Fair and reliable tracking in Italy
Across Europe, including Italy, tracking and consent are becoming critical topics for partner marketing. Traditional tracking is becoming less reliable as privacy rules tighten, browsers restrict cookies, and more user journeys happen without a measurable click.

 

As the consent gap grows, partners risk not being compensated for the value they create. While brands still benefit from these sales, gaps in tracking can weaken trust in the channel. This is driving a shift towards more robust and compliant setups. Where gaps remain, brands need to acknowledge them and ensure partners are treated fairly. In 2026, sustainable growth in partner marketing will depend on transparency, fair tracking practices, and attribution models that reflect real value, not just what can be measured.

 

To address this, Adtraction has launched Fair Tracking, an initiative focused on improving transparency and trust in how partner performance is measured. Read more about the initiative here.

 

Branding through capillarity in Spain
In Spain, it’s becoming harder to rely on just a few digital marketing channels. Where brands once relied mainly on search and social platforms to drive visibility, buying decisions now happen across many smaller touchpoints.

 

This makes broad presence increasingly important. Brands need to appear where consumers compare prices, read reviews, follow creators, and search for product information, often across multiple formats and platforms. Partner marketing supports this shift by enabling brands to build consistent visibility across a wide range of trusted environments.

 

As AI-generated answers and new discovery formats gain influence, presence alone is not enough. In 2026, brands that succeed in Spain will be those that combine wide distribution with credible content that both consumers and AI systems trust.

 

 

What this means for 2026
Looking ahead to 2026, partner marketing continues to change as brands and partners adapt to new technology and shifting expectations. Developments in tracking and attribution, alongside the growing role of AI, will play an important part in how the channel grows and matures.

 

What this means in practice will vary by market, but one thing remains constant: strong partnerships, fair measurement, and trusted content will be key to long-term success.

 

Curious about what these trends could mean for your market? Get in touch at hello@adtraction.com to continue the conversation.