(a publisher buys impressions and clicks and sells them under the CPS model). One can concern themselves with traffic arbitrage using various systems. The most popular of them are:

Contextual advertising (Google Adwords). Configured in accordance with search queries. Many are wrong thinking that if the publisher launches contextual ads to the advertiser's website, they will engage in an auction, thereby increasing rates for impressions. In fact, contextual advertising systems employ the no competition rule if links lead to the same website (even from different advertising accounts). To help publishers, who spend their personal budgets on launching contextual ads, we recommend providing them with a list of negative keywords that will help them avoid non-target actions. If the advertiser wants to, they may forbid only branded contextual ads.

Targeted advertising on social media (Facebook, Instagram). Configured for specific users supposed to see the ad in their feed. It's advisable that you provide as many audience details in the program rules as possible (including age, gender, region, education, devices used, hobbies) so the publisher can make the ad very specific and only visible to potentially interested users.

Teaser and banner networks. Configured with the help of targeting tools; however, a user can see an ad not in the social media feed but on a website with which a social network cooperates. This system comes with two elements of risks. Firstly, you don't know on which websites your product is going to be displayed (children's goods may be close to adult content). Secondly, there are so-called gutter teasers that may spoil the business' reputation (usually, they try to grab user attention with shock content and false statements). We don't recommend rejecting entirely this traffic type (recall great examples of white teasers). Instead, approve it beforehand — i.e. require the publisher to show you ad creatives before publishing.

They attract users with helpful and noteworthy information — e.g. tips, guides, stories, value offers, and entertaining content. The core principle in cooperating with them is forbidding the creation of communities in the name of the advertiser and stealing users of official communities. Above that, it's enough to check what content is published, once in a couple of months.

Statistics show that targeted newsletters may ensure good conversion rate and high average bill. However, make sure you check beforehand where the publisher sourced the address base from and whether the data collection procedure is compliant with the personal data legislation. It's recommended that you handle this traffic type under the "As agreed" model and check message layouts before sending.

Under this model, publishers promise some benefits to users for performing a target action on the advertiser website. There are two types of incentive traffic: gray and white. In the case of gray traffic, the publisher publishes a task in the Active Advertising System, offering to perform a target action (e.g. submit a request to the advertiser's learning course), for which they promise to share their income gained from the affiliate network. We recommend forbidding such traffic as users' actions will be non-qualified and not likely to lead to a purchase. White incentive traffic is a model when the publisher can carry out a contest, drawing a prize (vended by themselves or the advertiser) among those who will make a purchase on the advertiser website. In this case, users loyal to the brand will participate so traffic will be qualified. Also, white incentive traffic includes mobile app installs (if the advertiser's goal is to climb on the AppStore's or Google Play's top). If the advertiser allows incentive traffic, they need to provide in the affiliate program rules which techniques publishers are entitled to employ.

Includes all websites imposing age restrictions. Experience has proven that publishing car, adult store, food delivery, leisure, and banking services ads on such websites may turn out to be effective but will inevitably jeopardize the brand's image. We recommend allowing this traffic type if the adult theme fits in your positioning and won't ignite negative response from your target audience.

Ad blocks prompting to visit the advertiser website. They can suddenly appear on the screen or be embedded to the publisher's website (being a background for main content). Most users find this format annoying but it still can prove itself effective if configured properly. For instance, if a user is shown a banner not right after they came to the website but after they have studied main content (which is not related to advertising), it may work. So it's advisable to use this model under the "Needs approval" principle.

Websites aggregating cashback (partial refund of the purchase amount) offers from stores. It's the publisher who arranges for crediting a cashback to the user and helps the user withdraw it. Specifically, the publisher shares their reward with the user, as per the rate as set by the advertiser, after the purchase.