> ## Documentation Index
> Fetch the complete documentation index at: https://docs.invoca.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Advertiser and Publisher Aliases

> Advertisers and Publishers can be renamed in your account to match your business model — here are the most common alternate names for each.

Throughout this Knowledge Base, you'll see references to "Advertisers" and "Publishers" — but these may be labeled differently in your own network's sidebar menu, depending on how your account is configured.

## Common alternate names for Advertiser

Media Channel, Client, Merchant, Agent, Brand, Business Line, Business Unit, Buyer, Carrier, Channel, Dealer, Financial Advisor, Franchise Number, Lawyer, Lead Buyer, Marketer, Partner, Product Line, Profile, Provider, Realtor, Restaurant, School, Service, Vertical, Web Site

## Common alternate names for Publisher

Affiliate, Media Outlet, Partner, Media Partner, Vendor, Carrier, Distribution Partner, Marketing Outlet, Marketing Source, Media Campaign, Media Channel, Media Source, Media Tactic, Network, Seller, Source, Call Center

If you're not sure what your Advertisers or Publishers are called in your account, check your sidebar menu — the exact terms used are configured per network.

## Where to go next

* [Performance Marketing Overview](/s/article/performance-marketing-overview)
* [Advertiser Guide](/s/article/advertiser-guide)
* [Publisher Guide](/s/article/publisher-guide)