Ask Why do companies prefer affiliates over running ads themselves?

[Daniel084]

Many businesses today seem to rely more on affiliates to promote their products rather than investing heavily in advertising by themselves. Affiliates are people or companies that earn a commission when they bring in customers through their links, so the business only pays when there are actual sales. This is different from running ads, where companies spend money upfront without always being sure of results. For smaller businesses especially, it might feel safer to reward affiliates only when their efforts bring in real buyers. At the same time, some companies still spend a lot on ads to reach larger audiences directly. Could it be that affiliates are more cost effective because they reduce financial risks? Or is it more about building partnerships that help companies grow in different markets?