Some content providers may choose to allow that, because it's in their interest to deliver content to more readers, be more popular. Let's not forget, the whole

Some content providers may choose to allow that, because it's in their interest to deliver content to more readers, be more popular. Let's not forget, the whole point of journalism is to reach out to more readers. How the journalist's job is paid exactly is secondary really, as long as it's legal of course. So let's say 1% of my readers choose to view the ad, get paid for it and get the advertiser pay me too. I might be fine with that. I'll have more readers then who'd spread the word about (and directly link to) my awesome blog/magazine.