Why do we call 'em merchants and not advertisers?

**Azam.net** · 22-08-04

Isn't calling them merchants and us affiliates bestowing too much status on them? CJ switched to calling them advertisers a couple of years ago and I think it's more accurate, because that's all they are. Calling merchants 'advertisers' and 'affiliates' publishers is fairer.

It's only nomenclature, but would make a difference in negotiating terms and conditions. Using the word 'affiliates' makes us seem like low-lives dependant on these wonderful companies - and, because of the terminology used, I think that's how some of them treat us.

Yes, we are dependent on them, but they are also dependent on us, and advertiser/publisher might be a fairer way of describing the relationship.

What do other people think?

**goforbroke** · 22-08-04

I don't think it matters at all really. I'm quite happy being an affiliate, 'cos when people ask me what I do for a living and I say, "Affiliate Marketeer" they haven't got a clue what I'm on about.

The term Advertiser is relevant to "one who advertises", as we are the ones doing the advertising then surely we should be the Advertisers.

Merchants are Merchants 'cos they sell stuff. Pure and simple. Okay, so they do do other advertising, but if you put both my examples together, we would be advertisers as well as them, so it would be an Advertiser / Advertiser relationship!

**SillyJokes** · 23-08-04

And the nobel prize for affiliate/merchant relationship building goes to...... Nadeem for the following quote

Isn't calling them merchants and us affiliates bestowing too much status on them? CJ switched to calling them advertisers a couple of years ago and I think it's more accurate, because that's all they are.

I think that most people reading about 'Advertisers' wouldn't have a clue who they are. Calling merchants 'merchants' makes it obvious who you are talking about.

**Marc Gear** · 23-08-04

Originally posted by SillyJokes
I think that most people reading about 'Advertisers' wouldn't have a clue who they are. Calling merchants 'merchants' makes it obvious who you are talking about.

Precisely, we debated this a while ago at Awin, and decided that the terms Advertiser and Publisher were too ambigous, especially to non-marketing people, that it would cause confusion to switch to using them.

Is the advertiser the one displaying the adverts or the one being advertised? Is the publisher the one who is showing ads or the one who is making the ads availiable for use? *shrug*

**Graham@Buyagift** · 23-08-04

Can be cery confusing depending on who you're talking to. I remember talking to somebody at CJ or BeFree a couple of years back, and they tended to use the terms merchant, advertiser, publisher and affiliate all in the same sentence. I didn't know whether i was coming or going

Graham

**aly** · 24-08-04

Maybe it's a word association thing?

Merchant – Merchant of Venice – Shylock – Pound of Flesh !!

Cheers
Aly :-)
(Quickly steps behind riot shield!)

**Ecco** · 25-08-04

As a publisher I'm also an advertiser in that I advertise merchants products, and sometimes publishers products, when the product is content. But I'm also a merchant in that I sell advertising space as a commodity product. I also advertise advertisers product through CPC.

See how redundant the whole debate is? I just concentrate on earning the money. You can call be Albert for all I care, just keep sending the cheques.

**Shane** · 25-08-04

'cos when people ask me what I do for a living and I say, "Affiliate Marketeer"

lol I say "internet Marketing" or "online marketing" or even "PPC Management" depending who I am talking too

unless it's the ex wife then I say "database development" cos that just kills the thread dead, and the less questions the better,

that way I get none of the "so who are you doing one for at the minute or anything" lol.. just an "ahhh .. I have no clue what you are on about...sounds technical.. ouch "

far as I view it

Publisher = webmaster/site owner
merchant = guy/girl/scouser selling something
advertiser = someone advertising something they have to sell
affiliate = Often mix of all above

**jess1** · 25-08-04

In Banking, online store clients are called merchants, so this seems fair enough... if you promote the merchant you are more then a publisher as there is interaction between the two websites and your visitor.

Publisher and Advertiser (Pretentious, ambiguous and just confused every one) If it aint broke dont fix it! (IMPO)

Jess