Link rental is the temporary usage of hyperlinks, with a monthly payment. The advertiser chooses the text of the link itself (anchor) and its surroundings. The site on which such a rental link is placed is called the donor, and the site that the link should lead to is the acceptor.
Example:
Here you can order development of an online store, at a reasonable price.
Usually, rented links are placed in a separate block on the donor site, or in the footer of the site.
The purpose of such placement is to gain a "link mass" that allows promoting the site to the TOP of search engines. It's important that the theme of the donor site matches the theme of the acceptor site. Universal donor sites include personal blogs, media, and portals.