The term sounds quite sophisticated. It is. And it's nice to see people puzzled not knowing what the hell this is. But after you cut through the CTR, impressions, clicks, ad copy, and the technical issues, you end up like a traditional merchant in front of a salesman (been there before - the salesman that is). You would be evaluating each product, how much sales it might generate and how much profit margin it can get you. This is how it is in CPC affiliate marketing.