Affiliate Networks for Advertisers: How to Choose the Right Platform

Affiliate networks are the backbone of performance-based marketing. For brands looking to scale their programs with reach, automation, and partner diversity, the right affiliate network offers and delivers a tested ecosystem of publishers, tech, and services that accelerate growth.

In this article, we’ll explore the major affiliate networks that advertisers should consider, outline what sets each apart, and share insights based on real-world program management. Whether you’re launching a new affiliate program or are considering migrating from another platform, this guide will help you choose a network aligned with your goals.

What Is an Affiliate Network?

An affiliate network connects advertisers (brands) with publishers (affiliates), providing the tracking, reporting, payment, and compliance infrastructure for performance marketing partnerships.

Unlike standalone tracking platforms (Everflow, Cake, Tune, etc.), affiliate networks come with a built-in base of vetted publishers and influencers. They’re best suited for:

Brands that want turnkey access to active affiliate relationships

Companies seeking scale without building an in-house partner program from scratch

Advertisers in retail, lifestyle, subscription, SaaS, and global commerce

Affiliate Network vs CPA Network: What’s the Difference?

While both models fall under the umbrella of affiliate marketing, the core distinction lies in structure and control.

Affiliate Networks (like Impact, CJ, Awin):

Provide the tools to build and manage your own affiliate program. You get access to tracking technology, partner discovery tools, and a large base of vetted affiliates — typically for a platform fee and/or an override fee. You control partner recruitment, terms, and performance management.

CPA Networks

Act more like performance agencies or managed service layers. They bring you traffic or leads via their internal publisher network and take a margin on each transaction. The advertiser usually has limited visibility into individual partners and less direct control over how traffic is driven.

In practice:

Affiliate Networks offer infrastructure and reach - you're building your own program using their technology.

CPA networks offer outcomes - you're buying performance, and the network manages the rest.

Both models have value. Many advertisers use affiliate networks for long-term brand-aligned growth, and CPA networks to drive volume in verticals like lead gen, finance, and apps. Typically, CPA networks also work with programs that are set up within the major Affiliate Networks. Understanding the structural difference helps you align with the right partners for your goals.

Major Affiliate Networks Advertisers Should Know

Impact.com

Impact.com is one of the most advanced and widely adopted partnership platforms. It’s known for combining powerful tracking and automation tools with a robust publisher marketplace.

Built-in discovery tools to find and recruit new partners

Workflow automation for contracting, messaging, and payouts

Strong attribution modeling and partner segmentation features

Scalable from startup to enterprise

Impact is ideal for DTC brands, SaaS companies, and global eCommerce businesses. It also supports influencer campaigns and non-traditional affiliate strategies.

Recommended for: Brands prioritizing automation, scale, and custom workflows

CJ (Commission Junction)

CJ is a veteran in the affiliate space with decades of experience supporting enterprise programs. It’s particularly strong in retail, travel, and finance, with a deep pool of premium publishers.

Large publisher base including loyalty, content, and media partners

Data-driven tools like CJ Insights and cross-device tracking

Hands-on account management for large brands

Global reach with region-specific support

CJ is often the go-to for larger brands that want broad exposure and strong internal support for growth.

Recommended for: Enterprise-level brands in retail, financial services, travel, etc.

Awin / ShareASale

Awin is a global affiliate network that merged with ShareASale to cover both enterprise and SMB segments. Awin handles large international brands, while ShareASale is often the entry point for small-to-mid-sized businesses.

Broad partner database spanning blogs, coupon sites, influencers

Transparent data tools and automated partner approval workflows

Strong support for international expansion and localized campaigns

Awin offers a lower barrier to entry for new programs

Recommended for: Brands new to affiliate or looking for international reach

Rakuten Advertising

Formerly known as Rakuten LinkShare, this network blends traditional affiliate features with media buying and display retargeting options.

Known for deep relationships with premium content publishers

Focus on curated, brand-safe environments

Tools for attribution modeling and audience insights

Rakuten works well for lifestyle, fashion, and premium retail brands.

Recommended for: Brands focused on quality partnerships and premium positioning

What to Consider When Choosing a Network

Publisher Match: Does the network’s partner base align with your audience?

Geography: Are you focused on the U.S., EU, APAC, or global? Choose networks with relevant regional strength.

Fee Structure: Affiliate networks typically charge a monthly technology fee and a percentage of (typically 10–20%) on publisher commissions. Know your ROI thresholds.

Tech Integration: How well does the network integrate with your CRM, cart, analytics, or BI stack?

Support: Will you get an account manager? Is setup guided or DIY?

Should You Use Multiple Affiliate Networks?

It depends. For some brands, using multiple affiliate networks can be a smart growth move, but for others, it can create unnecessary cost and complexity.

Here’s when it makes sense:

You’re expanding into different geographies or verticals that one network doesn’t cover well

You want to test distinct publisher ecosystems (ie: Awin vs. CJ vs. Impact)

You have the infrastructure, budget, and/or agency support to manage multiple platforms without operational strain

But there are risks:

Fees can add up fast. Most networks charge a platform fee and % override, running multiple can erode margins.

Tracking overlap can cause attribution confusion and technical issues if not carefully managed.

Internal bandwidth gets stretched thin when managing multiple platforms, teams, and payout systems.

Bottom Line

Using multiple affiliate networks can be strategic, but only if you have the right systems, resources, and reasons. Most brands are better off doing a demo with each of the networks and selecting the one that fits best with their business.

Affiliate Network + Execution = Success

Choosing the right affiliate network is part art, part science. You need a platform whose partner ecosystem and features match your growth strategy, as well as the execution model to support it.

Whether you're launching from scratch or optimizing an existing program, the right network can help you:

Find quality partners faster

Automate performance workflows

Scale with confidence

If you’re evaluating networks or need help setting up, optimizing, or scaling your affiliate program, PSMTrack can help. No matter which network you choose, strong affiliate program management is what drives the most meaningful results.

Schedule a free strategy session and let’s align your affiliate program with the right network foundation.