How to choose a good affiliate program?

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There are many ways to choose an affiliate program (as an affiliate). Below is what most affiliates base if they want to promote your service or not on:

• Payouts (How much cash?)
• Traffic (does he have traffic to his site? How hard would it be go make sales?)
• Do the creatives work?
• Do they have a good reputation / feedback from users?
• What is their uptime look like?

As an affiliate, what do you base your ideas on if you would promote company A over company B?