Digital Marketing Key Terms

Question 1

Here are the four major players involved in the partnerships ecosystem.

Answer 1

Advertisers
Publishers
Affiliate Networks/Platforms
Agencies

Question 2

Advertisers

Answer 2

Also called “Brands” or “Merchants”

Advertisers are companies willing to pay money to other companies for them to advertise their products.

Question 3

Publishers

Answer 3

Also called “Partners” or “Affiliates”
Publishers are companies who develop content and publish it. They could include deal websites, bloggers, influencers, podcasts, or any other kind of property with an audience.

Question 4

Affiliate Networks/Platforms

Answer 4

Also called “Partnerships Platforms” or “SaaS Platforms”

These companies are the tracking technology that sits between Advertisers and Publishers in order to track sales that Publishers drive for Advertisers.

Question 5

Agencies

Answer 5

Also called “OPMs,” or “Outsource Program Managers”

Agencies are hired in the event an Advertiser cannot or does not wish to manage their partnerships program in-house. Agencies are also hired for their expertise in the industry, or to provide additional resources.