The process helps bring together advertising and innovation while enabling advertisers to expand and grow their businesses. The service often creates excellent opportunities for both retailers and affiliates. Under performance marketing, a brand is only supposed to pay marketing service providers upon business goals completion such as pay per click, sale, or lead.
In other words, performance based marketing empowers the advertiser so they can be sure that their budget is only spent on fruitful campaigns.
As marketers, we ensure that our decisions are data-backed and campaigns are based on results.

Multiple groups of people work towards achieving performance marketing such as Advertizers (retailers/merchants), Publishers or Affiliates, Networks and Platforms, Outsourced Program Managers (OPMs).