That's not what they're doing; it says this clearly in TFA (and, indeed, the summary). What they're asking for is a cut of the revenues that would be paid by the ad companies to the aggregator. Yes, the ad company would be handing over the cash (or its virtual equivalent), but the cash they'd be handing over would be taken from the account of whomever ran the page.

Sounds like a damn fine idea to me, with one possible caveat; it would legitimise the practise, as they aggregators would essentially be paying for the privilege of doing nothing. One could look at this as an 'everybody wins' situation; the original sites get money, the aggregator gets money, the ad company gets clicks. However, it essentially amounts to 'money for nothing' on the part of the aggregator. It also allows them to say to anyone who complains 'just join the alliance', giving them, if not the moral high ground, then at least a position that isn't below sea level.