Yes, the 'cash sites' are either owned by a single webmaster who owns the site, or sites in his program, or in the cases of the bigger sites (The american ones) these people represent ad are in touch with the owners of the sites, so if you are asking for work, they will pass your info on. After all, its in their interests to do that, because the more content the sites have, the more potential money can be made...
Obviously theres more to it than that, but if you follow the basic guidelines, you will usually get to talk with who you want to talk to... Provided of course, they want to talk to you that is