Advertiser

An advertiser is the company whose product is being promoted — the merchant or brand at the top of the affiliate chain. Often the advertiser is simply your own business; if you run traffic for partner brands, each brand is its own advertiser. Everything else in a program hangs off it: an advertiser owns offers, each offer carries contracts and landing pages, and affiliates run campaigns against those offers. It is the first record a new program creates, because nothing can be promoted until there's an advertiser to promote.

What an advertiser defines

Two things make the advertiser more than a name:

• Contacts. The people you deal with at that company — your address book for the relationship.
• The event catalog. The list of actions that can be tracked and paid for this advertiser: lead, sale, install, signup, and so on. Real funnels rarely have one conversion — a visitor might become a lead, then register, then buy — and the catalog lets each step be its own event with its own economics.

A worked example

You onboard a fintech brand as an advertiser called Acme Capital. On its event catalog you define three events: Lead (a completed application, CPL $12), Funded (the account is funded, CPA $90), and a default Conversion. Now you create an offer under Acme Capital, attach a contract, and affiliates can run it. When a conversion pixel fires, it names which event converted, so a single click that produces a lead and later a funded account records both — each credited and paid on its own terms. The advertiser is what ties those distinct events to one brand's economics.

Advertiser vs affiliate vs network

Keep the roles straight: the advertiser owns the product and pays for results; the affiliate sends traffic and earns payout; a network would sit between them taking a cut. On a platform you run, you hold the advertiser relationship directly.

How this works in LimeliJourney

In LimeliJourney, advertisers live on the Advertisers page and are the anchor of your partners and offers model. Add one with a name and an optional contact, then build its event catalog on the Events tab — each event has a type, a default received and default payout, and a "published to affiliates" setting. Every offer belongs to exactly one advertiser, and advertiser-level reporting rolls up all its offers. You can also ask LimeliChat to create or edit an advertiser for you — it collects the details in an in-chat form and proposes the record for your approval (these actions are off by default until an admin enables them).