Traffic & Channels
Reseller
A partner who resells access to offers or traffic on behalf of another party.
A reseller is a partner who resells access to offers, traffic or advertising accounts on behalf of another party, adding a margin for the intermediary role. In the affiliate ecosystem this covers agencies reselling ad-platform accounts, brokers reselling offer caps from advertisers, and networks reselling other networks' offers with adjusted payouts.
Media buyers touch resellers constantly, often without realizing it: many 'direct' offers are actually resold two or three hops from the advertiser, each hop eating payout and adding delay to postbacks and payments. Agency ad accounts for Facebook or Google are a reseller product too. The practical rule is to ask who the end advertiser is — shorter chains mean better payouts and faster dispute resolution.
In buyer speech
“That network is just a reseller — the same offer sits $8 higher at the direct advertiser, I checked yesterday.”