Hershey's premium line of Scharffen Berger chocolate is one of the first brands to leverage AT&T’s sponsored data ads with a campaign that highlights both the branding and revenue opportunities of the new ad unit.
When AT&T introduced its Sponsored Data program last month -- allowing marketers to cover the data costs when customers interact with their promoted content -- it named startup Aquto as one of its initial partners. On Thursday, the Boston-based company announced it will power ads for the AT&T initiative through its mobile value exchange (MoVE) Zero platform starting in March.
Aquto’s use of AT&T’s controversial new subsidized internet program is definitely benign: it’s compensating mobile users for data consumed while viewing ads. But is its use case typical or the exception?