Networks, platforms and agencies
See how legacy networks, tracking platforms, sub-networks and agencies differ — and where your money goes.
Who's who in affiliate marketing
- Examples
- CJ, Impact, Rakuten, Awin
- How they charge
- Monthly minimums + network fee on each commission
- Who's in control
- Shared directory; network sets many rules
- Best fit
- Large brands wanting a big existing publisher pool
1. Legacy affiliate networks
Networks such as CJ, Impact, Rakuten and Awin bundle tracking, a publisher directory and payments. Many charge monthly minimums plus a network fee on top of each commission you pay. You gain an existing pool of publishers, but costs are higher and some control sits with the network.
- Ask for the full fee picture: setup, monthly and per-commission override.
- A big directory does not mean those partners will promote you.
- Check who owns partner relationships and data if you leave.
2. Tracking platforms and private programs
Software platforms like Everflow, TUNE and AFFN give the brand its own private program. You recruit and approve partners yourself and avoid network overrides. The trade-off is that recruiting is your job — so built-in recruiting tools matter.
- You own the partner list and the data.
- Lower fees leave more budget for partner commissions.
- Recruiting effort shifts from the network to you.
3. Sub-networks and agencies
Sub-networks such as Skimlinks or LTK represent thousands of sites through one account and take a share of the publisher's commission. Agencies (often called OPMs) run your program for a retainer and sometimes a percentage of revenue. Account managers at agencies frequently juggle many brands at once, so ask who will actually do the work.
- Require sub-network reporting that shows the real site behind each sale.
- Ask an agency how many brands each manager runs.
- Compare agency fees with doing it in-house using good tools.
Manager checklist
- List every fee each option charges.
- Confirm who owns partner contracts and data.
- Ask sub-networks for site-level visibility.
- Ask agencies who manages your account day to day.
- Decide what you will handle in-house.
$50,000 in monthly partner sales
With a 10% commission, partners earn $5,000. A network adding a 30% override charges another $1,500, plus a monthly minimum. A 1% platform fee on the same sales is $500. An agency retainer would sit on top of either option.
Comparing only the monthly price. Network overrides, agency percentages and sub-network cuts often cost far more than the software fee as sales grow.
What is a network 'override'?
Put this into practice
AFFN builds your private affiliate platform for $0 setup and $0 monthly — you pay 1% of approved partner sales.