[MUSIC] One such technique is the use of affiliates. Instead of rewarding other websites for driving visitors to your website, with an affiliate scheme, you reward partners only when their demand collection actions result in a sale. Obviously this is very attractive for the advertiser as it effectively means no sale, no cost. Perhaps the best way to explain what is meant by an affiliate scheme is to look at how Amazon uses this strategy to get wider distribution for it's products. Anybody can start selling products by becoming what is known as an Amazon associate. Having completed an online agreement they build their own webpages describing the products they want to sell, using their own content or incorporating content provided by Amazon. When a customer wants to buy a product on such a site clicking on the purchase button takes them invisibly, if it's a private label agreement, but usually just directly to that page's page on the relevant Amazon website. If they complete the purchase process, the affiliate is rewarded with a share of the revenue generated from that customer's visit. A great travel related example that typifies the affiliate approach, is petswelcome.com. It's highly specific content, appears high on search engine results listings for a highly targeted but significant audience. The site's developers have done a deal with an OTA, stripping out those hotels that have indicated that they accept pets from their database and building them into their maps. They have also built highly relevant content to improve the chances that they will get found by, and used by pet lovers. If they succeed in driving any reservations to their hotel partners, they receive a commission share, but if they do not, the hotels pay absolutely nothing. It's the perfect example of a performance related reward system, all enabled by the measurability of the web,