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Tradedoubler AB (publ)
Type Public
Traded as OMXTRAD
Founded 1999
Headquarters Stockholm, Sweden
Products Affiliate network, search marketing (PPC, SEO), ad network

Tradedoubler is an Internet 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 has 11 offices: Sweden, United Kingdom, France, Germany, Switzerland, Netherlands, Spain, Italy, Norway, Poland, and Brazil. The second part of 2013 saw the closure of the Finnish and Danish offices.[1] The Lithuanian chapter of the business has been terminated in July 2014.

The Tradedoubler network includes over 500,000 website publishers and over 2,500 advertisers.

On 15 January 2007, Tradedoubler received a buyout offer from AOL for SEK 6,332 million. This offer was later withdrawn by AOL on 15 March 2007 because of reluctance from the shareholders to sell.

On 25 July 2007, Tradedoubler acquires all the issued shares in Interactive Marketing Works Ltd and its subsidiaries ('The IMW Group'). The purchase price amounted to £56 million. The IMW Group consists of two trading entities, 'The Search Works', a well established search engine marketing agency and 'The Technology Works', a technology provider for search engine marketing which is in an investment phase, whose products include 'BidBuddy' - a search management technology.

On 20 October 2009, Tradedoubler rebranded The Search Works to td Search across its European markets. The Tradedoubler product portfolio now includes: affiliate network (td Affiliate), ad network (td Campaigns), PPC and SEO (td Search), online tracking and measurement technology (td Integral).

On 9 November 2011, Tradedoubler agreed to transfer all of their search assets (td Search) to NetBooster.[2]

On 1 August 2012, Tradedoubler appointed a new President and CEO, Rob Wilson. The disappointing results of the company lead to the search of a replacement, Matthias Stadelmeyer has been appointed as acting CEO in April 2014 to have an oversight on the operations during the search for a replacement. [3]

On 17 July 2013, Monterro, a Nordic investment company with a focus on software, has announced it is now the principal owner of performance marketing network, Tradedoubler, after buying 7.8 million shares.

Just over 18% of the performance marketing network is being acquired from SEB Investment Management, Alecta and the Fourth Swedish National Pension Fund (AP4). In total, the trio have yielded half of their respective holdings.

While it may simply be a movement of pension investments, Monterro does have a history of supporting development and the company’s three managing partners have more than 20 years of experience in technology and software-based businesses.[4]

Notes and references[edit]

  1. ^ "TradeDoubler closes offices and cuts jobs across the business". 
  2. ^ "TradeDoubler and NetBooster announce strategic partnership in online marketing". Reuters. 2011-11-09. Retrieved 2014-05-05. 
  3. ^ "Tradedoubler’s CEO leaves his position - the company reports preliminary results for Q1". 
  4. ^ "Tradedoubler Under New Ownership". PerformanceIN. 2014-04-29. Retrieved 2014-05-05.