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It's two different customer groups. The programs dont have access to the traffic in all the small networks, so they cant skip the affiliates completely.
But the trends in the last few years is not hard to miss; Prepaid adspots cutting out the middleman - JUST like in any other business model.
When you want your content and brand out there, you cant compete with 10000 webmasters willing to work for weeks just to make one $39 sale.
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