They sometimes get more than just payment. If a publication promises to show an ad for a specific company, before a visitor can read a specific article, that c

They sometimes get more than just payment. If a publication promises to show an ad for a specific company, before a visitor can read a specific article, that company try to help drive visitors to that article to drive more ad views. This is why (using Twitter as an example) you sometimes see news articles for seemingly unrelated content show up as promoted Tweets straight from the journalist with "Sponsored by T-Mobile" at the bottom. Chances are, clicking through to the article will also lead to a T-Mobile advertisement.