Merchants or Retailers

An advertiser, also known as a merchant or retailer, is a Web site or company that sells a product or service online they accept payments and fulfills orders. Advertisers partner with publishers to help promote their products and services.

Publishers place advertisers' ads, text links, or product links on their Web sites or include them in e-mail campaigns and search listings in exchange for commissions on leads or sales.

Advertisers (those who carry the product or service) and the publishers (those who promote their product or service) work together thus allowing increased website exposure for the advertiser and additional revenue for the publisher who promotes them.