Some affiliate publishers only advertise your brand name to drive traffic to their/your site. This is generally traffic that you would get anyway, because if someone if searching for you, they’ll find you. In most cases, it’s best to create clear guidelines for the affiliates to follow that will excluded this.
Think of it in terms of what this affiliate brings to the table, what are they bringing you that you couldn’t get yourself? If they are just doing click arbitrage where they buy the click for x and sell it for and keep all the money in between, then it’s not worth it. If it is an established website with tons of their own traffic and they promote you on their own site, then they bring something that you can’t create on your own.
Clearly analyze the bottom line of your affiliate network guidelines and clearly communicate and enforce them.
Image Credit: mary hodder