After cleansing itself from often redundant and sometimes misleading text ads put up by affiliate arbitragers - those companies making a small margin between the cost of a click and the reward gained from sending a customer to a real e-commerce site - Google is receiving both praise and concern from affiliate marketers, according to ClickZ. "Advertisers are either going to have to build quality sites, or disappear altogether," said the president of one affiliate marketing company, 77blue. Google's policy indicates that affiliate ads linking to actual affiliate sites - rather than merely directly to a merchant's site - won't be limited, giving affiliate marketers the opportunity to attempt to add some sort of value or content in the process. Another, head of Imwave.com, said that many part-time affiliate arbitragers "will not have the time or inclination to take their marketing efforts to the next level," now required to gain entry to Google's listings.