An advertiser, also known as a merchant, operates one or more presentation websites or online stores. The advertiser implements an affiliate program through which provides several tools for the affiliates, in order to promote their product or services.
Also, the advertisers establishes a commission or payment format for each action they wish to be made on their sites. Affiliates publish the promoting tools, provided or created by advertisers, on their own sites or include them in email campaigns and/or search listings. When a user is directed by an affiliate on the advertiser’s site and performs the action set by advertiser, the latter pays the affiliate a commission related to that particular action.