Same as Merchant.

See merchant.

a merchant with a product(s) or service that he/she wants to promote on an affiliate's site

Any individual or entity purchasing online advertising space including agencies, affiliates, small and large business, and sole proprietors.

In affiliate marketing, a synonym for merchant.

Any individual or entity purchasing online advertising space including agency media buyers, OEM media buyers, and sole proprietors.

A website owner that is looking to increase traffic to their Site. They may be aiming to increase registrations, or other user actions, or they may be selling a product or service through their site. Advertisers have been referred to as "Merchants", "E-Tailor" in other Affiliate Marketing websites.