Zeef has an interesting business model for online publishing, http://zeef.org/2014/04/04/traditional-curated-advertising/

"As a blogger you can select an advertisement that matches your content. It is proven that people are better in selecting information than machines. By using curated advertisements, your visitors engage with your ads, instead of being spammed ... click through ratio (CTR) of a curated ad is considerably higher than Google AdSense (1500% higher)"

I've read http://startupbeat.com/2013/09/19/featured-startup-pitch-zee... but don't understand the division of curation between a publisher and zeef link/widget editors. As a content publisher, would I be using an existing widget or creation a new widget? If the former, how would revenue be shared between the publisher and widget author?