Yes, ad sales finance the products. But most of the products are not sold. A product/content creator doesn't need to do sales, if they are willing sign up for w

Yes, ad sales finance the products. But most of the products are not sold. A product/content creator doesn't need to do sales, if they are willing sign up for whatever the ad business is offering ($X CPI, user activity data, etc). Only one side of a transaction needs to sell. The other can simply choose to accept an offer.