An advertiser is an entrepreneur or commercial company that sells a product or service and seeks partners who would promote their brand in exchange for a commission for every referred client. A product or service promoted can be anything from physical goods to subscriptions. While choosing partners, advertisers evaluate the quality of the audience aggregate by publishers and how likely representatives of this audience to convert into clients.
Also called merchant, an advertiser creates an offer where the following information is specified:
- What kind of product or service needs promotion
- What commission an advertiser is willing to pay for a target action
- Which tactics can be used to promote a product or service
- What creatives can be used to attract the attention of potential clients
Depending on the particularities of the company’s operation and the business goals, advertisers can pay publishers a commission for users who’ve viewed the ad, followed the link, or actually completed a purchase.
