Payments can be made per sale, per click-through, per exposure or any combination of these. The payment model can also be altered during the campaign to maximise results. For example, an advertiser could initially offer payment per impression until enough data is available to allow Safe to publish performance results. Payments could then be switched to per click-through or per sale. Sites would still be willing to host banners on this revised payment basis because of the availability of audited performance results.
Advertisers can also choose which categories of site they wish to advertise on.
Safe maintains the quality of sites by insisting all host sites have a high content quality and by disallowing some types of sites, for example adult sites. There are some restrictions to the type of advertising Safe accepts with, for example, adult sites being excluded. From the host's perspective, the major benefit Safe provides is the ability to choose from a list of banners based on real performance statistics. There is also no minimum contract period, so hosts are free to replace banners at any time if they are dissatisfied with their performance. There are few restrictions to becoming a banner host.