I don't find the concept complex to understand, they will get rid of ads and replace it with another solution for apps owners to get profit. If you own app, you can Adopt ADGONOS inside your app and earn ADG coins based Proof of Usage, on other hand, your customer will also earn some ADG cois and spent in-app.
As I understand on, in my opinion, only their platforms I think the developers and owners of the site will profit without any ads because they have this software that will use the specs or CPU power of the of the viewers, it's like cloud mining.
Their solution is for mobiles apps and not websites and it will be on ads at all. Both users and app owners will earn ADG coin based Proof of Usage, in other words, the more the users use the app, the more coins they could receive, and the more the developers could earn income.