What worked in 2025, and what's coming next!

Damn, what a year it’s been.. As we go into our second month of the new year, its about time to reflect on the milestones we achieved together, the lessons learned, and the exciting direction we’re heading for in 2026. 

At Traffic Company, we’re proud of the progress we’ve made (are we allowed to say that? 😉) and we’re excited to see where we’re heading next together with our partners and community.

Now, enough of the chitchat, let’s get into it! 

So what went well in 2025?

1.Strong performance from MVAS (S2S) - Mobile Content Campaigns.

As we all know, mVAS is still one of our biggest markets. In 2025 once again our MVAS campaigns powered by server-to-server integrations truly showed what they’re capable of. Thanks to seamless tracking, and by removing friction between platforms, performance stayed consistent compared to 2024, and quality stayed high. 

Less friction meant smoother user journeys, improved conversion rates, and strong results across multiple geos. No gimmicks, no guesswork: just solid, scalable campaigns that do exactly what they’re supposed to do. 

2.PIN API: The MVP of the year.

In 2025, PIN API didn’t just perform: it dominated. 

Momentum only picked up from there. Optimizations got smarter, and affiliates fully leaned into the flexibility it offers. The result? Campaigns that scaled fast and stayed efficient. Year over year, revenue more than doubled (!!!), while overall efficiency improved right along with it. 

Behind the scenes, we stepped up too. We expanded our dedicated API tech team to keep things fast, stable, and ready to scale (shoutout to our tech leads Tjeerd, Jasper and Bjorn). Cleaner API responses and faster improvements made sure performance stayed consistent, even as volumes grew. 

With full control over the user journey and the ability to build, host, and fine-tune high-impact flows, affiliates were able to focus on what actually converts. No unnecessary steps. No wasted traffic. Just performance that holds up at scale.

The outcome speaks for itself: higher ROI, stronger results, and a setup built for sustainable growth. PIN API didn’t just grow in 2025, it most definitely set the standard. 

3.In-house Dating: Quietly scaling big.

In 2025, our in-house dating products had a very good year. Growth picked up fast, turning dating into one of our fastest-growing verticals, with revenue growing by over 600% (!!) compared to the year before.  

But the real win? What happened behind the scenes. We further optimized our internal systems specifically for dating, giving us much better insight into lead quality. That extra visibility helped us optimize more effectively and focus on what actually drives value.

For partners, this meant cleaner traffic, better-performing campaigns, and more control over results. 

As awareness grows, we expect in-house dating to play an even bigger role going forward, becoming more mature as it scales.

4.Traffic Company Events: From padel courts to proper catch-ups.

In 2025, we took TC beyond the conference floor.

Across industry shows around the world, we hosted a series of private TC events: from panel meetups to laid-back networking drinks. 

Whether it was smashing balls on the padel court in Marbella or catching up over beers in cities like Prague, Bangkok, Dubai, and Budapest, these moments gave us the time and space to connect properly. 

Because sometimes the best conversations don’t happen on the conference floor, they happen on the court, or over a drink ;)

Challenges & Improvements looking ahead.

Growth never comes without a few bumps, and 2025 was no exception. 

One area we’re actively refining is our IVR (Interactive Voice Response) product. Feedback from partners helped us better understand where performance can be improved, and those learnings are already shaping the next steps.

Our team has started working on enhancements focused on reliability, tracking, and smoother integrations. The goal is clear: a faster, more stable, and more optimized IVR experience as we move into 2026. 

Looking ahead to 2026.

Our focus for 2026 is simple: build on what’s working, and make the rest better. 

Here’s what that means in practice:

🔥 Investing where performance speaks

The verticals that delivered in 2025 aren’t going anywhere. In fact, they’re getting even more attention in 2026. We’ll keep building on what works across S2S MVAS, PIN API, and in-house dating, with better tools, smarter flows, and smoother conversion paths. More ways to optimize, more room to scale, and fewer roadblocks along the way.

🆕 Something new is coming

We’ve been quietly building something new behind the scenes. It’s not ready to be named just yet, but it has big potential. So keep an eye out, we will be sharing more soon!

Little spoiler: If you’ve been around for a while, this might ring a bell ;)

📊 Ongoing platform & support upgrades

We’re continuing to improve the foundations that matter most: tracking, reporting, payouts, and partner support. Not flashy, but essential. All designed to help you work smarter, not harder. 

We regularly check in with partners to understand what works well and where things can improve. Those conversations help us guide our next steps and priorities. 

So if you have feedback or a feature request, you know where to find us.

That input genuinely matters to us.

Thank you to our publishers, partners, and community for an incredible 2025. Your feedback, insights, and energy keep us moving forward. 

Here’s to building on that together in 2026. 🚀