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As an online publisher, what is the benefit of publishing with an affiliated marketing player if an online store has its own direct affiliation program?

I have been reading through various article, blogs, Q&A etc here for last few weeks and I just joined today to be part of this awesome group. I could see a lot of very creative, insightful, successful people(mentors) here to help newbies with their struggle with entrepreneurship and domain knowledge. My first question to you is:

As an online publisher, what is the benefit of publishing with an affiliated marketing player if an online store has its own direct affiliation program? What are the pros/cons of each?

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