Historically, the sole commercial station in a market would commonly take affiliations or secondary affiliations from most or all of the major national networks. As a local monopoly, a station could become a primary affiliate of one of the stronger networks, carrying most of that network's programming while remaining free to "cherry-pick" popular programming from any or all of the rival networks. Similarly, some markets that had two commercial stations shared a secondary affiliation with one network, while maintaining separate primary affiliations (such as in the Ada, Oklahoma-Sherman, Texas market, where until 1985, KTEN and KXII shared secondary affiliations with NBC, while the former was primarily affiliated with ABC and the latter with CBS).
Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization (SEO), paid search engine marketing (PPC – Pay Per Click), e-mail marketing, content marketing, and (in some sense) display advertising. On the other hand, affiliates sometimes use less orthodox techniques, such as publishing reviews of products or services offered by a partner.