Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3,0, University of Southern Denmark, language: English, abstract: As long as the concept of selling and advertising exists, marketeers have bemoaned the effectiveness of their advertising campaigns. Paying for advertisements first and receiving benefits later, advertisers are vulnerable to low- or non-performing ad placements. Affiliate marketing seems to offer a refreshing change: In this performance-based approach to online marketing, advertisers pay only when a sale occurs. This idea is not new, but the traditional offline approach is being successfully transferred to the online world. The objective of this synopsis is to give an overview about affiliate marketing: Definition and characteristics, functional principal and value creation are some of the key elements.