Well, if I can answer your question. The publisher is usually the blogger/website owner/content creator who usually creates a buzz about a product. The advertiser pays the publisher to do such a thing. Depending on the strength of the publisher, the amount of money earnt could be quite a sizable amount (£500 a blog post or soemthing like that), and the publisher could be put in a position where they don't have a say in whether the buzz can be positive or negative.
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