Been thinking about this more... My only conclusion would be that you as the user get part of the money that the advertising company is investing - but I would guess you would have to click on a product or something.
Ok so it would mean that all participants in some video stream or something get their share of profit and creators would get the most I presume?
I guess it's more in the line of how much you contribute (watching, sharing, commenting?), that's how much you get with the creator of the content getting the most out of it. However, there would probably be ranks and maybe someone else contribution in that sense would be viewed as more valid if that user has a higher overall score? But then again, I could have just misread the whole whitepaper XD