In a reversal of roles, mobile phone users are willingly subjecting themselves to ad interruptions.
The deal is they will get free phone calls, subsidized emails or even cheap cars in return.
For example, next year German and Dutch mobile phone users will get subsidized calls in return for listening to ads while they wait for their call to connect.
Empowered Communications says 6000 new members are signing up each month for its SMS Pup service that offers free texts to mobile phones or a subsidized plan, in return for receiving email or text ads based on their demographic and psychographic profiles.
The list goes on and may well prove true for online content too.