This is for people who are monetizing by using Yume, Vidillion, Doubleclick, LiveRail etc to run ads, where those companies are paying you to run their ads, we have seen very few cases where those companies can consistently deliver inventory all day every day, sometimes they go completely dry of ads to run. That is why we chose this option. For most of the advertising industry, connected TV advertising is still seen as an experimental niche, so they aren't creating a large enough volume of content. This is why you see annoying things like the same ad repeating over and over in a channel.
Custom deals are possible, to take into account the nature of your business model, but a default deal where you click through on our website is where the 30% ads position may come into play.