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You specify source of the content and define variables you want to store. It could be products from an online store, movies from your favorite sites, blog posts from multiple recourses, etc. The only requirements - objects on source pages have to have same/similar structure.
After content is parsed, user can specify filters to show only relevant content at his page. For example, you can select products from a specific page of the external online store, or the news that content specific keywords. Then, user pastes the code to a page and script serve random data from the database.
Not every e-Commerce system has developed API to serve content for external affiliates. This banner network allows to create an instant feed with customizable API without modifications of the online store - just set the required fields (title, image, price), specify source, and set how often you want to update data.