Revenue is the total income that a company generates from the sale of goods or services. It is a key measure of a company's financial performance and is typically reported on the company's income statement.

The revenue of a publisher is typically based on the number of impressions (views) or clicks that their ads receive, as well as the price that they are able to charge for their ad inventory.

An advertiser, on the other hand, is a company or individual that pays to display ads on other websites or apps in order to promote their products or services. The revenue of an advertiser is typically based on the sales or leads that their ads generate, as well as the cost of the ads themselves.

The revenue of a publisher and an advertiser can be influenced by a number of factors, including the size and quality of their ad inventory, the effectiveness of their targeting and ad creatives, and the overall demand for their products or services.

Publishers and advertisers often work together to reach mutually beneficial outcomes, such as increasing the revenue of both parties and driving business results for the advertiser. This can be done through a variety of methods, including working with ad networks, or setting up private marketplaces.