Introduction

Dilanti Media, the Malta-based affiliate marketing firm co-founded by Johan Styren and Valentin Alsen in January 2018, has built its business around a proprietary SEO and analytics platform rather than competing primarily on content volume. At launch, the company described itself to industry press as a technology company operating within the marketing space, rather than a traditional content publisher.

A Platform Built Around User Data

Rather than optimizing content around search rankings alone, Dilanti Media’s platform is designed to track how users interact with content — such as which pages hold attention or drive conversions — and to adjust what’s surfaced based on that behavior, rather than relying solely on traditional SEO signals. The company has described this data-driven approach as its main point of differentiation from other affiliate marketing businesses in the space.

Choosing to Build Rather Than Buy

At founding, Styren and Alsen opted not to take on outside investment, choosing instead to fund the platform’s development directly and prioritize building the technology internally rather than adopting third-party tools. That decision meant a slower start relative to competitors focused on rapid content scaling, but it set the direction the company has followed since: investing in engineering and data capability ahead of content volume.

Early Industry Recognition

In its first year, Dilanti Media received industry recognition, including a best affiliate newcomer award at the iGB Affiliate Awards in London. Valentin Alsen, the company’s co-founder and Search Director, has also been cited in industry publications discussing trends in SEO for the gambling affiliate sector.

Conclusion

Since its 2018 founding, Dilanti Media has grown to a team of 11–50 people. The company continues to describe its data-and-technology approach, rather than content volume, as the basis for that growth.