Affiliate programs work best when affiliates choose products, services and companies that match the content of their Web site and would interest their readers. If a content Web site chooses affiliate programs well, everybody involved in the process wins. The affiliate wins because it is able to sent the right traffic or players , the merchant site wins because the affiliate sends it customers it wouldn't get otherwise, the affiliate network wins because it gets a piece of the profit for setting everything up, and the Web surfer wins because the affiliate Web site directs her to products she would be interested in, which she can then purchase easily.