6 Common Types of Affiliate Marketing Publishers

Learn about the different types of affiliate marketing publishers and how they can help grow your business. Find out which type is right for you.
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By Nick Cotter
Updated Jan 10, 2024

6 Common Types of Affiliate Marketing Publishers
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Affiliate marketing is one of the most effective ways for businesses to reach a wider audience and drive sales. But in order to truly maximize your results, you need to work with the right publishers. In this guide, we’ll explore what affiliate marketing publishers are, how to find them, and how to work with them to achieve your business goals.

Let's dive in.

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What are Affiliate Marketing Publishers?

Affiliate marketing publishers are website owners, bloggers, and other content creators who promote products and services in exchange for a commission. These publishers have a loyal audience who trust their recommendations, making them a valuable partner for businesses looking to expand their reach and increase sales.

What are the Different Types of Affiliate Publishers?

Affiliate marketing is a powerful way for businesses to promote their products or services and generate sales. One key component of a successful affiliate marketing program is working with the right publishers. There are several types of affiliate publishers, each with its own strengths and benefits.

Here are 6 of the common types of affiliate publishers:

1. Bloggers.

Bloggers are some of the most popular types of affiliate publishers. They write articles and posts that provide valuable information to their readers and often recommend products or services related to their niche. Bloggers can be particularly effective at driving traffic and sales if they have a loyal and engaged audience.

Image of blogger affiliate publisher

2. Coupon sites.

Coupon sites are websites that provide users with coupons or promo codes for various products and services. These sites can be particularly effective at driving sales for businesses that offer discounts or promotional offers.

Just note, with coupon sites, you’ll want to be very careful working with them. The reason being that a lot of the coupon sites “steal” your other affiliate partners’ sales because of last click attribution.

For example: A user may read an article about the “best VPN software”, go to your website, but before checkout they’ll search on Google “VPN coupons”. Even if the VPN brand doesn’t have active coupon offers, these coupon sites will still place their affiliate links and direct the user to your site. Therefore, they earn the “last click” credit for the sale.

Image of coupon site affiliate publisher

3. Comparison sites.

Comparison sites are websites that allow users to compare products or services in a particular niche. These sites can be particularly effective at driving sales for businesses that offer competitive prices or unique features.

Image of comparison site affiliate publisher

4. Review sites.

Review sites are websites that provide users with detailed reviews of products or services. These sites can be particularly effective at driving sales for businesses that offer high-quality products or services and have a good reputation.

image of review site affiliate publisher

5. Niche content sites.

Niche content sites are websites that focus on a particular topic or niche. These sites can be particularly effective at promoting products or services related to that niche, as their audience is already interested in that topic.

image of niche content site affiliate publisher

6. Loyalty and cashback sites.

Loyalty and cashback sites are websites that offer rewards to users who make purchases through their site. These sites can be particularly effective at driving sales for businesses that offer cashback or loyalty programs.

Image of loyalty and coupon affiliate publisher

How to Find Affiliate Marketing Publishers

Working with top tier affiliate publishers can either make or break the success of your affiliate program. But, how do you find and recruit them to your program?

Below, we’ll share a few tips and strategies you can leverage to source affiliate marketing publishers and attract them over to your program.

1. Define Your Ideal Publisher

Before you start searching for publishers, it’s important to define your ideal publisher. This will help you narrow down your search and focus on publishers that are most likely to be a good fit for your business.

Consider the following factors when defining your ideal publisher:

  • Niche: Does the publisher operate in a niche that is relevant to your business?
  • Audience: Does the publisher have an audience that matches your target demographic?
  • Reach: How large is the publisher’s audience?
  • Reputation: Does the publisher have a good reputation in the industry?

By defining your ideal publisher, you can create a list of criteria that you can use to evaluate potential publishers.

Pro tip: Leverage tools like Similarweb to identify the quality of their website traffic.

Image of similarweb

2. Use Affiliate Networks.

Image of Rakuten affiliate publisher dashboard

Affiliate networks are platforms that connect businesses with publishers. They offer a range of tools and services to help you manage your affiliate program, including tracking, reporting, and payment processing. By joining an affiliate network, you can access a large pool of publishers who are already interested in promoting products like yours.

Some popular affiliate networks include:

  • Commission Junction
  • ShareASale
  • Rakuten Marketing
  • Clickbank
  • Amazon Associates

When using affiliate networks, it’s important to keep in mind that they take a commission on each sale made through their platform. Be sure to factor this into your pricing strategy.

3. Search Google.

Another way to find affiliate marketing publishers is to search Google. Start by using keyword phrases related to your niche and industry. For example, if you sell fitness equipment, you could search for “fitness bloggers” or “fitness influencers”.

When you find a potential publisher, take the time to review their website and social media profiles. Look for information about their audience, engagement rates, and past collaborations. You can also use tools like BuzzSumo or Ahrefs to analyze a publisher’s content and backlink profile.

4. Attend Conferences and Events.

Attending industry conferences and events is a great way to meet potential publishers in person. These events offer the opportunity to network with publishers, learn about their businesses, and discuss potential partnerships.

When attending events, be sure to bring plenty of business cards and promotional materials. Be prepared to discuss your business and the products you offer.

Image of affiliate summit west conference

5. Reach Out Directly.

If you have identified a publisher that you believe would be a good fit for your business, you can reach out to them directly. This can be done through email or social media.

When reaching out to publishers, it’s important to be clear and concise. Introduce yourself and your business, and explain why you believe the publisher would be a good fit for your affiliate program. Be sure to include information about the products you offer and the commission rates you are willing to pay.

Evaluating Affiliate Marketing Publishers

Once you’ve found potential publishers to work with, you need to evaluate them to ensure they are a good fit for your brand. 

Here are some factors to consider:

  • Audience: Does the publisher’s audience align with your target market? Are they interested in your products and likely to make a purchase?
  • Engagement: Look at the publisher’s engagement metrics, such as likes, comments, and shares, to see how engaged their audience is.
  • Reputation: Does the publisher have a good reputation in your niche? Do they have a history of promoting high-quality products and services?

Working with Affiliate Marketing Publishers

Once you’ve found and evaluated publishers, it’s time to start working with them.

Image of affiliate publisher reporting

Here are some tips for building successful partnerships:

  • Establish Clear Goals: Before you start working with a publisher, make sure you both have a clear understanding of your goals and expectations.
  • Provide High-Quality Creative: Publishers need eye-catching creative to promote your products effectively. Provide high-quality images and ad copy to help them showcase your products.
  • Communicate Regularly: Keep in touch with your publishers regularly to ensure your partnership is running smoothly. Answer any questions they may have and provide feedback on their performance.

Frequently Asked Questions

What commission rate should I offer to affiliate marketing publishers?

There is no one-size-fits-all answer to this question, as commission rates vary widely depending on the industry and the product. It’s important to research what other companies in your niche are offering and make sure your commission rate is competitive.

How do I track the performance of my affiliate marketing publishers?

Most affiliate networks provide detailed reports on your performance, including clicks, conversions, and revenue generated. Make sure to track these metrics regularly to assess the effectiveness of your partnership.


Affiliate marketing publishers can be a powerful tool for businesses looking to boost their sales and expand their reach. By finding the right publishers, evaluating them carefully, and working with them effectively, you can build successful partnerships that benefit both your business and your

Nick Cotter

Nick Cotter

Founder & CEO

With over 7 years navigating the intricate realms of marketing, and specifically B2B partner marketing, Nick has forged collaborations with top-tier tech brands, prominent agencies, and some of the industry's foremost B2B publishers and content creators. His deep immersion in both marketing landscapes showcases a trajectory of expertise and innovation. Identifying a significant void in specialized resources, he founded Growann.The aspiration? Deliver unparalleled insights and guidance, carving out a dedicated space where the broader marketing and B2B partner marketing communities can flourish.