LinkConnector is an Industry Champion Member of the Performance Marketing Association.
Let’s create a scenario. You are an advertiser who pays your publishers a percentage of revenue for each sale a publisher drives through your Performance Marketing program. Let’s assume not all sales are equal since they rarely are. Chances are you are valuing each sale the same by paying your publishers the same percentage for every sale.
This isn’t necessarily a problem unless you, or more likely your boss, have a different objective other than maximizing the number of sales. Don’t get me wrong; maximizing the number of sales is extremely important, however, it is seldom an advertiser’s primary (or even secondary) objective.