There are all kinds of different types of media buys.
Some are after branding, and count mostly impressions.
Some want visitors and mostly count clicks.
Some are kind of CPA accounts in disguise, or inflated CPA accounts, you get a flat fee but there is a ton of pressure for you to bring in a certain number of depositing players for that.
Some are just placement fees and in addition to aff revenue – like it’s going to take me x amount of time to give you the type exposure you want from me, so pay me for my time and I’ll do it.
Some are income guarantees. A program thinks they can make me more money than the program I already have in space A. I don’t believe it, I think they don’t convert well enough. Or bundle and carry over negatives or whatever – I just think they won’t bring in the same revenue. So they pay this revenue as a guaranteed base income and then, if they generate more than that, we switch to aff deals.
Or, same income guarantee, is for security. The program just wants to lock you in and your income fluctuates a lot, so they give you a base pay and if you generate more, you get paid aff comissions. Keeps larger affs loyal.
Lots of ways to do this, and it all depends on specific situations both the buyer and the site are in.
Some guidelines:
You better know what you can and cannot deliver.
There are few second chances. If you don’t deliver as promised, it can easily be interpreted as fraud. Do that, and you are soon finished in the industry.
Once you are well established, within limits the occasional failure to deliver is accepted, s#!t happens. But it even then it better not happen very often.
Overall, there is more pressure on you if you sell space. Being an affiliate allows so much more freedom.