Affiliate marketing broadly aligns incentives between advertisers and affiliates by compensating affiliates only when sales occur.
Rogue affiliates may seek commissions they have not fairly earned, typically by claiming to have referred customers who were already going to buy.
Alternative structures of affiliate program management can influence merchants' vulnerability to affiliate fraud.
Outsourced marketing managers tend to enjoy superior information about affiliates' practices, but outsourcers' incentives differ from advertisers' objectives.