Ann: Appendix 4C - quarterly, page-2

Outgoing cash payments during the quarter at $8.64m were $3.01m or 54% higher than the previous quarter, driven primarily by an increase in publisher payments ($3.14m increase).
I would have thought that a significant increase in publisher payments would be a positive as it means we have more sales, perhaps with a timing issue with additional revenue going into the next quarter.
I'm now thinking I don't really get the business model, are we paying publisher payments even if we don't sell the inventory at a profit?