An advertiser, also called a merchant or brand, is the business running the affiliate program and paying commission to publishers for driving clicks, leads, or sales. Advertisers set commission rates and program terms, supply tracking links and creative assets, and typically pay a network or agency fee on top of publisher commission for managing the program.
An online homewares retailer sets up as an advertiser on a network, offering publishers 8% commission per sale plus a $10 bonus for new customers, then monitors which publishers drive the best-converting traffic through the network dashboard.
Most networks charge advertisers a technology or platform fee, often a percentage on top of commission paid, plus sometimes a tenancy fee for the account itself. Advertisers using an agency also pay a management fee. These layered costs mean total program cost is higher than commission rate alone suggests.
Book a free strategy session – no pitch, just an honest conversation about your affiliate channel.
Start the Conversation →