Partner-Ads Guide for Publishers (2026)

Partner-Ads is a Danish affiliate network focused on Scandinavia. It is free for publishers, and its payout threshold is low enough that a small site can realistically reach it. This guide covers how it works from the publisher side, based on Partner-Ads' own terms, FAQ and guides. Figures are as stated on partner-ads.com in September 2026; check the linked pages before you rely on any of them for a decision.

What Partner-Ads is

Partner-Ads connects web shops and other advertisers with publishers (it calls them affiliate partners) in Denmark, Sweden and Norway. According to its own "about" page it has been running since 2002 and has more than 1,500 partner programmes from advertisers across 20 categories. The count of active publishers is given differently on different pages of its site, so treat any single number as approximate.

Payment is performance-based: an advertiser pays either a commission on sales or a fixed amount per lead or sign-up, depending on what that advertiser's programme offers. Every advertiser sets its own terms, so two programmes in the same category can pay very differently.

Your account runs with separate balances for Denmark, Sweden and Norway, and payouts are made in DKK, SEK or NOK accordingly.

Signing up and getting approved

1. Create a publisher account and register the website or websites you will promote from. Registration is free.
2. Apply to programmes. Being a Partner-Ads member does not give you access to every shop. You apply to each advertiser's programme individually from the programme overview.
3. Wait for the advertiser. Partner-Ads' advertiser terms say that manually processed partner applications must be approved or rejected within 10 days. Partner-Ads recommends that you do not place ads for a programme until your application has been approved.
4. Pick your ad material and place it. Once approved, you choose a banner, text link or product feed and add it to your site as HTML code or a link.

Ad formats: banners, text links and product feeds

Partner-Ads offers three kinds of ad material: graphic banners, text links and product feeds. Product feeds are the interesting one for most content sites. Partner-Ads states that roughly 40% of all clicks in the network now come through product feeds, which says a lot about how publishers actually use it.

How the product feeds work

A product feed is a file listing an advertiser's products, usually from a web shop. In the publisher interface you go to Produktfeeds to see which shops offer one, then open a programme to get its feed. Partner-Ads' guide describes several ways to use them:

• build "feed ads" (product banners) inside Partner-Ads' own tools,
• pull products from a shared feed across shops and categories,
• call a unique URL that returns all products for a specific advertiser as XML,
• download whole product feeds as XML and process them yourself.

The feed fields are in Danish. These are the ones you will use most:

Two rules in Partner-Ads' guidance matter a lot in practice. First, if you show prices next to ads, you must keep them updated, at least weekly, so they match the advertiser's prices. Second, product images should be loaded from the advertiser's image URL rather than copied to your own server, because some brands only allow their images to be hosted by the shop. If you use the feeds in a plugin or your own code, build both rules in from the start. There is more on this in our guide to affiliate product feeds.

Tracking: 40 days, last click

Partner-Ads' affiliate terms describe two things every publisher should know:

• Cookie duration: you can earn on sales and sign-ups for up to 40 days after the visitor clicked your ad.
• Last click wins: if the visitor clicks another Partner-Ads affiliate's link for the same shop after yours, the later click generally gets the sale.

Under the hood, a Partner-Ads click passes two identifiers to the shop: paid (your publisher ID) and pacid (a unique click ID). The shop's integration stores them and reports them back when an order is placed. Partner-Ads also documents a server-to-server option, where the shop reports the order from its own server instead of through the visitor's browser. That is set up by the advertiser, not you, but if a programme's numbers look low it is a fair question to ask the advertiser which method they use.

Payouts

Partner-Ads' payout rule is simple: when you have earned at least 100 DKK, SEK or NOK excluding VAT from leads and sales that are older than 30 days, you receive a payout. Payout runs happen at the start of each month, and amounts younger than 30 days roll into the next period. In practice, a sale from the middle of a month is not paid in the next run but in the first run after it is 30 days old.

Rules that catch people out

Most problems with affiliate networks are not technical. These are the points in Partner-Ads' terms worth reading before you start:

• Advertising must be marked. Partner-Ads' terms state that content working as advertising for an advertiser must be marked as advertising under the Danish Marketing Practices Act (markedsføringsloven). Our disclosure guide covers what the Consumer Ombudsman considers clear enough.
• Paid search is covered by the terms. The terms explicitly address paid search such as Google Ads, Bing and Google Shopping. Read them and each programme's own conditions before you bid on anything, especially a shop's brand name.
• No manipulated clicks. Fraud or manipulation to earn commission can lead to warnings or immediate deletion of the account. The principle is that visitors should click ads because they are interested, not because they were pushed or rewarded to.
• Keep prices current. As above: at least weekly if you show prices.

A workflow that works

1. Pick one category you know well and list the shops in Partner-Ads' programme overview that sell in it.
2. Apply to the four or five most relevant programmes with a site that already has useful content in that category.
3. While you wait, write the comparison or buying-guide pages you will use the products in. Decide which products you would actually recommend and why.
4. Once approved, use the product feeds for the product data (price, image, stock, link) and your own writing for the judgement.
5. Refresh prices automatically. A weekly manual check is the minimum Partner-Ads asks for; daily and automated is better.
6. After a month, look at the statistics per programme and drop the ones that get clicks but no sales.

If you have been hit by Google's quality updates, Partner-Ads has published a guide for affiliates affected by the Helpful Content Update, with a video by the Danish SEO consultant Thomas Rosenstand. It is in Danish and worth a look before you start rewriting pages. Our own take on affiliate links and SEO covers Google's documentation on the same subject.

Using Partner-Ads feeds with AffiFeed

AffiFeed connects to Partner-Ads with your account key, reads your approved programmes and imports their product feeds, so you do not have to download XML files by hand. You filter the products you want, and the embed widget shows prices from the latest import, with images loaded from the feed's own image URLs and links marked rel="sponsored". It covers the data plumbing; the programme applications and the writing are still yours. See the feature overview for details.