Performance Marketing can have multiple layers and there may be a lot of sources at work. Below we can take a look at the four key parties involved: 

Advertiser – Advertisers are the ones who wish to promote their product. They are the ones willing to pay publishers so that they can acquire new customers.

Publisher – Publishers help you display your advertisement in their platform. They own spaces where they can display the banners of the advertiser, inviting the user to interact with the advertisement.

 Consumer - Consumers are the target group who is might be willing to respond to the advertisers request. They click on the advertisement and engage with the product on display. 


 Ad Network / Agency – Networks or agencies acts as an intermediary between the advertiser and the publisher. They have various advertisers and publishers under their umbrella and helps to connect them so that everyone maximizes their revenues.