TradeDoubler

from Wikipedia, the free encyclopedia
TradeDoubler AB (publ)
legal form Corporation
founding 1999
Seat Stockholm , Sweden
Number of employees 560 (2010)
Website www.tradedoubler.de

TradeDoubler is a provider of online marketing and sales solutions . The company was founded in November 1999 by Felix Hagnö and Martin Lorentzon in Stockholm and reported 2005 sales of 117 million euros. In addition to the headquarters in Sweden , TradeDoubler is represented in 17 other European countries with around 500 employees. Tradedoubler AB has been listed on the Stockholm Stock Exchange since 2005.

Products and services

TradeDoubler offers the following products / services:

  • td Campaigns : Advice and planning for classic online campaigns
  • td Affiliate : Affiliate Marketing (including td Talk : Cost-per-Call-Netzwerk)
  • td Integral : The Online Marketing Management System (formerly td Toolbox )
  • Advice and optimization of e-commerce

history

1999

  • In the spring, Felix Hagnö and Martin Lorentzon had completed a working prototype of the tracking software.
  • The company was founded on August 24th.
  • TradeDoubler hired its first two employees at the end of October.

2007

  • On January 15, AOL submitted a takeover bid for TradeDoubler.
  • AOL's takeover offer was withdrawn on March 15, 2007.
  • TradeDouber introduced the iSales technology . With this technology, it is possible to remunerate not only sales that have arisen on the basis of clicks, but also sales that have arisen on the basis of an advertisement being displayed.
  • On December 31, 2007 Mathias Pantke, Managing Director of TradeDoubler GmbH , resigned from his position and left the company.

2008

  • On January 1, 2008, the TD Technology division was founded.
  • On the same day, the Austrian business was spun off from TradeDoubler GmbH and handed over to the newly founded TradeDoubler Österreich GmbH based in Vienna. Erik Lehner became the managing director of TradeDoubler Austria GmbH .
  • On February 1, 2008, Axel Schönau took over the position of managing director of TradeDoubler GmbH .
  • At the beginning of April 2008 TradeDoubler started with context-dependent advertising media, called td AdMatch, for its publishers .
  • At the end of April 2008 TradeDoubler started with the product td Integral . td Integral is a combination of the td Toolbox and td Searchware 4
  • In mid-May 2008, TradeDoubler announced a code of conduct for the exclusive use of clean traffic.
  • In mid-July 2008 TradeDoubler announced its half-year figures. Despite the cooling in online marketing, TradeDoubler was able to significantly increase its sales again.
  • At the beginning of August 2008, TradeDoubler introduced website verification. This further underscores TradeDoubler's efforts to keep traffic clean.
  • In September 2008 Andreas Bernström left the company. Björn Lindberg became the new COO.
  • In autumn TradeDoubler discontinued the td Toolbox product . td Toolbox is completely integrated into td Integral .
  • December 2008 William Cooper left the company. The new CEO is the Swede Örjan Frid.
  • At the end of December 2008 the TradeDoubler Headquarters and TradeDoubler Sweden moved into a new joint office.

2009

  • At the beginning of 2009 TradeDoubler reorganized its product range. From td Pull and td Talk is td Affiliate from td Push and td Reach is td Campaigns . The Search Works will only survive as a separate brand in the UK and France . In all other countries in which TradeDoubler is active, the product td Search is launched .
  • At the end of April, the managing director Axel Schönau is leaving TradeDoubler Germany. Torben Heimann is his successor.
  • In mid-May 2009 TradeDoubler Germany changes its terms and conditions for affiliates. This contains a few passages that are controversial among affiliates, whereupon a wave of indignation breaks out. Under pressure from the affiliates, it will be withdrawn on June 9, 2009 and the original version will come into force again.

2010

  • At the beginning of 2010, TradeDoubler closes its Japanese office again after two years.
  • TradeDoubler has a new CEO in Urban Gillström on February 16 .
  • TradeDoubler gives up the SEM software td Searchware (formerly BidBuddy), which came to TradeDoubler with the takeover of the IMW Group , and integrates the SEM software of the provider Marin Software into td Integral . The migration was completed in August.
  • At the beginning of October, TradeDoubler announced a major restructuring that will take effect on January 1st, 2011. In the new structure, the focus will be on the so-called network, i.e. the products td Affiliate and td Campaigns , which together are responsible for around 85% of TradeDoubler's sales. The td Integral and td Search products are being outsourced to separate business units. Furthermore, the country branches are being converted into pure sales branches.

2011

  • In November it was announced that TradeDoubler will be selling its SEM business ( td Search ) at the end of the year. It is taken over by the French company Netbooster, which is active in several European countries. TradeDoubler is also entering into a strategic partnership with Netbooster.

2012

  • TradeDoubler will start its services in Brazil in February. After an unsuccessful interlude on the Japanese market, this is TradeDoubler's second attempt to expand outside of Europe.

Acquisitions

On July 25, 2007, TradeDoubler took over Marketing Works Ltd. (IMW Group) for £ 56 million . The IMW Group consists of two business areas:

  • The Search Works , a SEM agency
  • The Technology Works , a technology provider for SEM

The products of the IMW Group, such as B. BidBuddy are now included in the TradeDoubler product portfolio.

On January 1st, 2008 the new division TD Technology (originated from The Technology Works ) was founded, in which the products td Toolbox and td Searchware 4 (formerly BidBuddy ) were bundled. Thus, TD Technology pure technology provider without affiliate network. Both products can be licensed from TD Technology .

The SEM agency business will continue to operate under its own brand, The Search Works .

With the sale of its SEM activities to Netbooster at the end of 2011, TradeDoubler is withdrawing from the SEM market, which began with the takeover of the IMW Group in 2007.

Web links

Individual evidence

  1. ↑ Archive link ( Memento of the original from April 29, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.tradedoubler.de
  2. ↑ http://cws.huginonline.com/T/136251/PR/201002/1381467_5.html
  3. ↑ http://cws.huginonline.com/T/136251/PR/201002/1384925_5.html
  4. ↑ http://www.tradedoubler.de/include/documents/cp/TradeDoubler%20introduces%20new%20business%20structure.pdf  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.@1@ 2Template: Toter Link / www.tradedoubler.de  
  5. ↑ http://cws.huginonline.com/T/136251/PR/201111/1562134_5.html
  6. ↑ http://cws.huginonline.com/T/136251/PR/201202/1585991_5.html