First of all you don't start from the end "how do I market what I created", you supposed to start from the beginning "create what is marketable" and "needed" and satisfies many other marketability, business operations and profitability requirements. Marketability is a main feature of every product not an afterthought.
And what do you mean by "expose" ? Having a website is already exposure, making a press release makes it read by many industry watchers because that is their job to read. Exposing company itself to potential customers is expensive because it's nearly pointless i.e. - it doesn't produce any reasonable returns for a new brand - unless you can sustain branding for 6mo+ no one will remember it and once you stop within 6-12mo everyone will forget it.
Affiliate marketing works when affiliates make money, if you don't give them to market something that sells they will quickly stop marketing.
Variation of "If a tree falls in a forest and no one is around to hear it, does it make a sound?" here is: "If an ad is shown on affiliate website and people are not looking at it does it produce any positive result for the advertiser?" Answer is "No".
So, Affiliate marketing exposes a lot into a void.
Marketing is more successful in marketing products/services, than just names of companies, because people associate products/services with something that they want or with results that those products/services can do for them.
So, your question was way to vague and touched too many points: "exposing a company", "pros and cons of affiliate marketing for each side", "buy or sell side of the ad ecosystem". I can write a book or two covering every aspect of what could possible apply.
It took me over 25 years to learn what I know and I don't think there is enough space on this page to lay it all out.
So it will be faster if you ask specific direct question and provide important details of what you want to accomplish or to know or to market.