Our story

Speqta has a long tradition of building online services to meet our customer’s business needs. This is how we have grown to being a cross-border operation with cutting edge knowledge in lead generation and performance based marketing.

2003
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Produktion 203 was founded

Founders Jonas Söderqvist and Andereas Friis started the web agency Produktion 203 with the ambitions to one day build their own online services.

2004
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Allaannonser went live

With allaannonser.se, Production 203 entered the advertising market in Sweden and became the largest search engine for ads. allaannonser.se broke the status quo by taking in ads from many different sites and giving the user a site to turn to for all ads. The site is still online and part of Speqtra.

2007
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Matklubben.se was founded

Matklubben.se was the first in Sweden with social functions for recipes and in a short time became a market leader.

2010
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Shopello is founded

Shopello was founded as an affiliate network and quickly gained a foothold in the market.

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Produktion 203 was listed on Aktietorget

Aktietorget is now called Spotlight.

2013
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myTaste was founded

myTaste was founded and quickly grew into the world’s 3rd largest recipe site in 26 languages in 50 countries.

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myTaste Peaks

myTaste peaked in December 2013 with 36 million unique visitors in 50 countries. The service has had a significant impact on the market and is today part of the Speqta Food & Beverage segment.

2014
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203 Web Group goes public

Production 203 was listed on Nasdaq First North Stockholm, under the new named 203 Web Group, to accelerate the growth of myTaste further.

2015
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myTaste ranked #1

myTaste ranked #1 among prescriptions in over ten countries for iOS and Android.

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Vinklubben was launched

Vinklubben.se saw the light of day for the first time. A service that helps Swedish wine importers to market themselves directly to consumers. Vinklubben is part of the Speqta Food & Beverage segment.

2016
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203 Web Group renamed to myTaste


2017
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The new strategy was launched

The current strategy focusing on lead generation and performance-based marketing took shape and began to be implemented.

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Kampanjjakt was acquired

Kampanjjakt.se, which collects discount coupons for Swedish online stores, was acquired.

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AlltidRea was acquired

AlltidREA.se, which collects sales offers from Swedish webshops, was acquired as part of the new strategy.

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OutletSverige was acquired

Outletsverige.se - notifying consumers through email and push notifications when products of interest comes on sale.

2018
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BigData Engine™ was developed

BigData Engine™, a data-collection platform used for advanced re-targeting for customers between all Speqtra (Mytaste Group) brands.

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Affil iJet ™ was commercialized

AffiliJet™, an online lead-generating marketing platform for premium publishers. Today, the concept is an integral part of future expansion.

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Optimizer Invest became the new principal owner

Optimizer Invest makes its most significant investment in Mytaste Group and joins the board of Mytaste Group.

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The cooperation with Expressen was expanded in to loans

The cooperation with Expressen was expanded, and Expressen Långuiden was launched.

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Google Premium CSS Partner

Shopello proudly to qualified as a Google Premium CSS Partner. Enabling us to offer high-quality leads from Googles product search to all Shopello customers.

2019
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Låneakuten was acquired

Låneakuten.se - a comparison site for private loans in Sweden.

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Expressen cooperation continued to grow

The collaboration with Expressen was expanded, and Mytaste Groups AffiliJet platform took over Expressen's consumer finance services, discount codes, and games.

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Låne-penger was acquired

Låne-penger.com, a Norwegian comparison site for consumer loans, was acquired together with a cooperation contract with Nettavisen regarding loan comparisons, credit cards, and discount coupons.

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Rebranded to Speqta

Mytaste Group rebrands to Speqta to become a leading player in performance-based marketing.