Both want it all and both will give whatever takes to receive the most successful of online business relationships. Publishers also called affiliates have the websites and the advertisers also called merchants want to be on quality traffic related networks. Both need the respect and trust of one another to deliver the right traffic and pay in timely manner. Some affiliates choose to work with Google Adsense instead of allowing direct marketers to place ads on their websites. Both options are viable, it just depends on your work load schedule and how much money or CPC/CPM the affiliate can demand. Advertisers need to be on these content rich websites that deliver the quality traffic through their banners and will pay for it if the factors are all there. While few affiliates have the patience, test campaigns are becoming more popular to earn CPM status. Please try and work together, because without each other's business income, both lose. Also I respect the demands for higher pay as it is a positive attribute of success, while advertisers will continue to demand the most of your traffic. Babylon Affiliate