Lindsey Grillot, Director of Commerce at Ziff Davis, challenges the myth that content sites should solely rely on a revenue-share model and don't need a flat fee budget. She debunks this by highlighting the benefits of flat fees, such as helping new brands connect with the audience and unlocking creative opportunities. Lindsey stresses that flat fees build brand awareness, increase share of voice, and offer publishers diversified revenue streams. Her advice to advertisers entering the affiliate channel is to connect with publishers, share goals, and collaborate on tailored strategies for effective audience engagement.