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Glossary A–Z

Plain-English definitions of the terms used across affiliate marketing.

A

Advertiser
The business that pays for promotion – also called the merchant or brand.
Attribution
The rules that decide which partner gets credit for a conversion.

B

Brand bidding
Bidding on a brand's trademarked terms in paid search – usually restricted in programme terms.

C

Cookie window
How long after a click a conversion can still be credited to the referring publisher.
CPA
Cost per action/acquisition – a fixed commission for a defined action.

E

EPC
Earnings per click – total commission divided by clicks, used to compare programmes.

I

Insertion order (IO)
A written agreement for a paid placement, fixed fee or commission change.

O

Override
The fee a network charges on top of publisher commission.

P

Publisher
A partner that promotes a merchant – also called an affiliate or partner.

V

Validation
The merchant approving or declining pending transactions before payment.

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