 Often a joint venture broker will be hired by a business that has either a product, service, or a customer base that could be better monetized.The product/service owner will be seeking partners who have a customer base that is targeted to their product/service.Like-wise the person/business with a customer base (often ezine (electronic magazine)/newsletter publishers or high traffic webmasters) will be seeking products and services related to their customers' interests so they can market them to their customers.