Aquto has created a disruptive new model that helps consumers offset the cost of mobile data.

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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?

Serial entrepreneur Susie Kim Riley on Tuesday introduced her third startup–a company called Aquto Corp. that has found a way to help mobile users subsidize the cost of their data bills.

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