An advertiser is an online company that sells products or services. In short, if your site is transactional you would fall under this term. An advertiser can also be known as a merchant, retailer or brand.
As an advertiser, there are many benefits for a company starting in this channel, however, one thing to remember is, it is a long-term marketing strategy, rather than a quick win for a business. Unlike other digital channels, such as paid search, it has many moving parts and does require resources and nurturing, instead of a set and forget approach. Affiliate marketing should be an extension of your digital marketing activity, rather than replace what you are currently doing.