Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay 
marketing companies (a.k.a, “affiliates” or “publishers”) when a specific action is completed; such as a sale, lead or click.
Performance Marketing is a combination of advertising and innovation that helps retailers and affiliates grow their businesses in ever-changing ways. Campaigns are highly targeted for each retailer in such a way that everyone can be successful. Performance marketing done right creates win-win opportunities for both retailers and affiliates.
Unlike other forms of traditional advertising where fees are paid up front and do not depend upon the success of the ads, advertisers in performance marketing only pay for successful transactions. Performance marketing has successfully reversed the traditional value proposition of advertising and also allows for real-time measurement of ROI.
The various players include advertisers, merchants and retailers, networks, publishers, affiliates, outsourced program managers (a.k.a., OPMs), agencies, and solution providers. Companies range from publicly-traded global Fortune 500 companies to small, sole-proprietor businesses.
In addition to creating a unique value proposition for advertisers, affiliates are on the cutting edge of content creation, mobile apps, social media, and niche marketing.
Performance marketing is trackable and measurable down to the click. Advertisers can measure everything from the cost of acquisition to incrementality (e.g., new customers of new customers or average order value).
Any company or organization and select individuals who are committed to improving the Performance Marketing industry are eligible to join the Performance Marketing Association. Membership can be initiated at any time and dues are renewed annually.