The advertiser in an affiliate marketing relationship.
The affiliate merchant is responsible for implementing a sales tracking system, providing a selection of linking methods, attracting affiliates, monitoring results and paying affiliates. Some (or all) of these functions may be outsourced.
Affiliate merchants may track their program in-house using an affiliate software program or through a 3rd-party affiliate network. Actual day-to-day management
of the program can similarly be kept in-house or outsourced.
see also: Affiliate Marketing Tools
A “Dear John” Letter to Affiliate Merchants
ClickZ (July 19, 2002)
Weighing Your Affiliate Program Options
ClickZ (October 13, 2000)
The Price of an Affiliate Program
Click (August 18, 2000)
Just Launch Your Program Already
ClickZ (June 16, 2000)
What Not To Do
ClickZ (March 3, 2000)
How Much Should I Pay My Affiliates?
ClickZ (April 21, 2000)