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From a publisher (webmasters) point of view, it could be called an ad managment and evaluation system. By which you can set up dynamic targeted (by your criteria) advertisements for multiple advertisers (sponsors).
Since effectiveness of the advertisements is based on impressions, clicks and conversions in one place, you can get valuable information on which ads deserve to be displayed more often on which traffic source of yours. And yes the system allows you to adjust the weighting of the ads.
What makes that more solid is that dollars.com hosts all of the sponsors tours (yes thats right) and advertisements and receives data direct from the processor.
Anyway even a short explanation from a webmaster like me who's on the outside looking in would get long if you want more detail..
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