The platform:

1. Takes money from the scammer

2. Tells the scammer how to target people

3. Serves the scam to the consumer, ensuring they see it

4. Takes a cut of the action when the scam is successful

5. Tells the scammer how to optimize their campaign

6. Continues working with scammers after they're reported

The scammer has a fairly small part in the overall operation. The platform is doing almost all of the actual work perpetrating the scam. They're not remotely innocent here.