What is an Advertiser?

An advertiser (merchant) owns the product promoted through an affiliate program. Sets offer terms: GEO, payout, cap, lead validation.

In CPA

Works with affiliates directly or via an affiliate network. Pays for target actions; judges quality in CRM.

Role and interests

The advertiser owns the product, CRM, and call center; they finally approve or reject leads and decide which traffic is paid. The goal is valid conversions at controlled CAC. They fight fraud and brand bidding with holds, penalties, and whitelists of affiliates with quality history. Offer terms (payout, cap, hold) are published in the affiliate network.