<aside> ℹ️ In traditional terms, advertisers are entities (companies or individuals) willing to pay for advertising space or time to present their products or services with the goal of selling them. In the context of affiliate marketing, advertisers are businesses with their own products who offer commission fees to third parties (affiliates) for promoting their products on various media platforms and accounts.

These advertisers can also be referred to as merchants, brands, or retailers. Essentially, any business or individual can become an advertiser if they seek to promote their product through third-party channels.

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Advertisers compensate affiliates for delivering agreed-upon actions to their website or other product pages. While most advertisers currently prefer to pay for a final sale, they have the flexibility to pay affiliates based on any other Cost-per-acquisition (CPA) events, depending on their business objectives. Here are the types of CPA events:

• CPM – cost per mile (one thousand impressions)
• CPC – cost per click
• CPI – cost per install
• CPL – cost per lead
• CPS – cost per sale
• CPA – cost per action
• RevShare – Revenue Share

The reward model based on specific activities is one of the factors that make affiliate marketing so attractive. And it is also the reason why so many companies incorporate affiliate marketing into their overall marketing strategy.