Adtraction Group AB has announced the acquisition of UK partner marketing company Affiliate Future.
The deal, completed on October 10 through Adtraction’s subsidiary Adtraction AB, sees the company purchase all shares in Affiliate Future from GlobalData plc.
Consolidation is set to begin on November 1. It further cements Adtraction’s commitment to expanding across Europe, both organically and through acquisitions.
Founded in 1999 and based in London, Affiliate Future has long been a fixture in the UK affiliate landscape. The company operates its own proprietary platform, connecting more than 200 clients with nearly 3,000 partners, and employs a 14-person team with deep industry experience. There’s currently no overlap between the two companies’ client bases, and Adtraction plans to gradually invite Affiliate Future’s advertisers to migrate to its own platform.
The acquisition is being made in cash and fully financed through Adtraction’s existing funds.
“Affiliate Future has been a trusted supplier to e-commerce companies for many years, especially in the UK market,” said Adtraction CEO Simon Gustafson. “Adtraction has been established in the UK since 2019 and has always had the ambition to grow, as the UK is the largest single market in Europe for affiliate marketing. This acquisition strengthens our position while giving Affiliate Future advertisers and partners access to significantly more markets across Europe.”
Affiliate Future’s Commercial Director, Joanna Turner, added: “I’m really looking forward to seeing Affiliate Future take the next step as part of Adtraction. Above all, we’re excited to work with a dynamic, evolving platform and to join an international organisation with a broader offering.”
The acquisition strengthens Adtraction’s position as one of Europe’s leading affiliate marketing networks, now with an even stronger foothold in the UK market.
