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Adult websites, facing a consumer base willing to pay for content but requiring anonymity, had no such hesitation. The industry became the first to widely implement Secure Sockets Layer (SSL) encryption to protect user data. Furthermore, adult merchants were pioneers in developing and deploying third-party payment processing and affiliate marketing models. The " affiliate program"—a system where third-party sites earn commissions for driving traffic—was largely codified by adult sites in the late 90s. This model not only solved the problem of traffic generation but also incentivized the professionalization of web marketing and SEO (Search Engine Optimization).