Control ads in exchange for revenue share

Digital media company Qustodian has launched a UK mobile advertising service that gives users control of the advertising and deals they receive on their mobile phones.

The service – created in partnership with MediaCom and Metro – will allow users to create a profile of interests and then view targeted messages and deals via an app. In return they will receive a share of the advertising revenue generated by their interaction.

Qustodian’s role is to act as a ‘data intermediary’ between people and brands, to make sure that the users gain ‘maximum commercial benefit’ from their interaction with the brands that most interest them, thereby delivering more efficient engagement marketing.

“We are delighted to be working with such major partners for our launch who recognise the innovation and importance of respecting the privacy and needs of mobile phone users when delivering commercial content on smartphones,” said John Roberts, UK MD and co-founder of Qustodian.

Matt Teeman, commercial director at Metro added: “We’re always looking at ways in which to further develop our interactions with customers and Qustodian offers a new mobile channel in which to engage with our readers on their terms, with the additional benefit to Metro of a new digital revenue stream.”