The added value of affiliate marketing is the fact that advertisers can collaborate with hundreds of partners, the affiliates, without engaging in direct communication with them. Therefore, the advertisers can increase their market position without a need to conduct time-consuming processes of recurring approvals and relationship building with partners. These tasks are performed by the affiliative system operator, who establishes contact with the advertisers and with the partners and enables advertisers to benefit from the advertising capacity of partners from all around the world. From advertisers' perspective, advertising services are provided by the operator and not by each partner engaged within the affiliation system.