It's like what was happening was companies were purchasing ad time because they wanted to advertise on a channel like zoella and instead of just getting their ads run on that channel what was actually happening is they were buying general youtube advertising. As a result smaller channels (no one wanted the ad space for) were able to earn money too.

Those who were stupid enough to think this was a long term solution and a job for life are now getting screwed over because it turns out companies don't want to advertise on them. Boohoo.