Businesses will spend more than $30 billion on non-video online ads in the U.S. alone this year. Advertisers pay dimes or pennies each time their message gets clicked. The tech companies in the middle split the proceeds with websites that run the ads. Publishers tend to get a bigger portion the larger and more prominent they are, sometimes higher than 50%. Entrepreneurs in the misleading news business have said the pennies add up to tens of thousands of dollars in monthly income.