Earlier quoted context omitted.
So like city buses?
Not really, no. City busses recognize revenue from advertising and use it to subsidize fares. Being a public service, the public benefits. On the other hand, private bus fleets with private advertisements on loan to school districts will recognize that advertising revenue as profit, benefiting shareholders. Not everything needs a profit motive.
Edit: Thought to look this up for SFMTA - 2020 proposed budget (projections as of 2019, chosen because it's the last "normal" year) - total revenue $1.2Bn, "Advertising, interest, and service fees" $54m.