Understood, but paying who exactly??? If you watch

Understood, but paying who exactly??? If you watch the ad you will then see at completion of the ad the Filmon logo, then the show (IE, Hollywood Fast lane) will play. How is this any different than what we have been seeing for months now?  This is why I ask this question, as there has been ads playing there (IC places) for a long while now, yet we never see the revenue in the filings for any of these ads. That tells me Filmon gets the money. JMO until clarified.