Traditional Culture Encyclopedia - Hotel franchise - What does "replacement of resources" mean?

What does "replacement of resources" mean?

Can be understood as:

Resource replacement between two or more individuals or companies with different resources.

For example:

A certain satellite TV uses TV advertising media resources to exchange bus advertisements, outdoor big-name advertisements, etc. with an outdoor advertising company.

To put it more plainly, the outdoor advertising company advertises on a certain satellite TV, and the certain satellite TV advertises on the outdoor company’s media, without paying each other.