Advertisers, also known as merchants or retailers, have products to sell, and offers or services to promote. They set up performance marketing programs, also known as affiliate programs, as part of their marketing efforts. These performance marketing programs can either be set up through an affiliate network or tracked with in-house software.
Publishers (or affiliates) apply for inclusion in these programs. Once accepted, advertisers provide creative (such as special promotions and links) that are placed on publishers’ websites. Publishers get compensated only after actions are completed by customers, such as if a purchase is made, a game is downloaded, or a lead form is completed. Ad rates are typically based on a percentage of the sale amount.