News outlets have trouble generating ad revenue, because Google and Facebook dominate the ad market. So even when traffic reaches the news outlet, Google and Facebook already grabbed the majority of available ad money. In the eyes of the news outlets this is not "fair", so they want a part of the ad revenue from Google and Facebook.
It's similar to how in the pandemic restaurants have problems staying afloat, but online order/delivery services make a lot of money. Is this "fair"? Or how coffee farmers make hardly any money, but Starbucks makes a ton. Is this "fair"?
It's a political question. And Australia gave an answer.