Start-up tells brands trade mobile data for ad views

At the Mobile World Congress, Boston-based start-up, Aquto, tried to encourage marketers to offer free mobile data in exchange for clicking on an ad. The rise in ad-blocking and concerns over how much data mobile ads use have increased the popularity of Aquto's business model. According to The New York Times, consumers pay for up to $9.50 worth of data on ads per month, depending on publishers and ad formats. Kim Riley, Founder and CEO of Aquto, believes that outside of the US and Europe, half of mobile users do not have data plans, making them more receptive to free data.

BARCELONA, Spain—Would free data be enough of an incentive for people to turn off their ad blockers?

With all the chatter about what Apple's ad-blocking technology means for the fate of publishers and media companies, one startup at Mobile World Congress has an enticing pitch for marketers—fork over free mobile data in exchange for clicking on an ad.

Aquto works with carriers and brands to create ad units that offer consumers free mobile data for interacting with advertisers.