The role of the advertiser
The advertiser sets the rules: commission structures, cookie duration, permitted promotion methods and which transactions are approved. The programme runs on their terms.
In practice that also means a responsibility: without attractive terms and good data, no serious publisher will choose your programme.
What must an advertiser provide?
At minimum, working tracking, an up-to-date product feed and clear programme terms. Publishers also expect fast transaction validation and reliable payouts.
Promotional material such as banners, copy and exclusive offers increases the chance that publishers actively get to work with you.
What does the advertiser control?
You decide which publishers are admitted, which search campaigns are allowed and how voucher codes may be used. That control is important to protect your margin and brand.
You also define the commission base: usually the order value excluding VAT and shipping, after deducting returns.
When are you ready to start?
You are ready when your conversion is measurable, your margins allow for commission and you can actually deliver in your target countries. Without that foundation a programme mostly produces frustration.
Start with one or two markets, prove the model works and then scale. That is exactly how DIKKE KASSA builds programmes.