Knowing the difference between advertisers vs. publishers is an important distinction that all affiliates should learn early on, because this is one of the key foundations of effective advertisement marketing and selling online.
When you first start out as an affiliate, you need to find ways to highlight your products or services to receptive buyers, and get your offers seen by the target demographics who may be interested in buying them.
However, to do this you need to reach out to agencies, portals, and organizations that can help you to get your ads in front of the people who want to see them – which is where the publisher and advertiser relationship comes in.
Online advertisers need to work with publishers to find outlets for their content, who can help them to reach their prospective audience. In this article, we will look at advertisers vs. publishers, explain what is an ad publisher, and talk about how to find advertiser and publisher websites.
By the time you’re done, you’ll have a better understanding of who is an advertiser, and how they differ from publishers.
What is a publisher?
The definition of a publisher is “a person or business entity who publishes something,” which within the context of affiliate adverts and promotions, means the website or company that publishes or showcases an advert for you.
This publisher definition encompasses both the websites that host or showcase ads and the person or organization who is responsible for placing them, which may be a third-party ad agency or buyer collective.
• What is a publisher in advertising? It’s just the person or organization who hosts ads for someone else.
• What is an online publisher? It’s exactly the same thing, someone who publishes another person’s ads on their own online portals.
• Publisher marketing is intended to identify and target websites and other host portals that will carry adverts, getting them seen by their visitor demographics when they view the hosting site. Affiliate marketing publishers accept ads from affiliates, or market themselves specifically to affiliates.
• Ad publishers or online advertising publishers are responsible for placing adverts within their host portals, either serving as the connection between the host site and the originator of the ad, or owning the host site and working directly with the advertiser.
What is an advertiser?
So, what is an advertiser? An advertiser is a person who owns and manages an advert placed on another website or other host portal.
As an affiliate who seeks to promote and showcase promotions and ads across portals other than your own website, this means you! Advertising publishers can help you to find the right websites to show your ads and get them seen, and so the chances are that you’ll work with several of them over the course of your affiliate career.
Publishers, advertisers, and sometimes, third-party brokerages and ad agencies work together to place ad content within host sites, choosing websites and other platforms that are complementary to the aims and goals of the advertiser themselves, and the needs of their target demographics.
Advertiser vs. publisher: Telling the difference
Ultimately, advertiser vs. publisher is a fairly simple distinction that outlines the two different roles within the wider marketing relationship.
Advertisers, publishers, and agencies that connect the two form part of the marketing food chain when it comes to getting promotional content in front of its target audience.
Publishers advertising different types of goods or services earn money from hosting the adverts that they place, often working with advertiser publisher networks rather than directly with individual advertisers themselves.
Who is the publisher? It’s the person whose destination website (or blog or forum) ultimately shows the advert in question. This may take the form of promoted posts, banner ads, text links and lead captures, and potentially, popups and popunders too.
If you’re an affiliate, the advertiser who places ads is you.
How to find online advertising publishers
If you’ve ever visited a website that hosts banner ads, promoted content, sponsored posts, or advertising links, you’ve witnessed ad publishing in action. A huge variety of different websites and other types of portals like mobile games and apps, internet forums, social media sites, and blogs host adverts – but knowing how to find and approach a site that might be receptive to hosting your content isn’t always easy.
Large websites and organizations like Facebook, YouTube, and Instagram usually take care of third-party ad placement in-house and provide clear directions on how to advertise with them or request ad placement, often using a fully automated system to do so.
However, websites and other portals run by individuals, particularly within small niches, might not make things so easy – particularly if they’ve never worked with an advertiser before. You might find that making a direct approach will work in this instance, and it might not be overly costly either.
That said, many advertisement publishers sell their available banner space and other promotional spots through ad agencies and aggregators who sell them on to the highest bidder, and so the ultimate cost to you will depend on how competitive your niche is, and the profile of the publisher’s site.
When you work with a publishing aggregator or ad placement agency that has access to lots of publisher websites, it is important to choose one that works with publishers whose websites attract the type of demographics that your goods or services will appeal to. There’s no point wasting money on getting your content seen by people who won’t be interested in buying it, after all.
Advertising for publishers can be profitable for the owners of the destination sites, as well as covering some of the costs involved in running and managing the sites. The cost of placing an advert for you as the affiliate can be highly variable, depending on the popularity of the publishing site and the rates that other advertisers are willing to offer.
Sometimes, paying a premium for a high-performing publishing site that gets lots of valuable traffic will be worthwhile, and pay for itself many times over – but keep a close eye on your traffic and conversions, to make sure that you’re not throwing money away on ads that won’t turn a profit.