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Mobile users to exchange data for ads

Mobile users to exchange data for ads


Tech start-up Unlockd Media Technology has struck a lucrative deal with a phone company with advice from a Melbourne firm.  

Firms: Norgate McLean Dolphin (Unlockd Media Technology Pty Ltd)

Deal: Melbourne company Unlockd has made a deal with Lebara Mobile to allow mobile phone users to place advertising on their devices in exchange for extra internet data.

Value: Approximately $15 million

Area: Capital raising and telecommunications

Key players: Directors Toby Norgate and Jack Dolphin (pictured), as well as Rebecca Denton (associate), acted on the deal.

Deal significance: This deal will give users around 1.9GB of mobile data a month in return for viewing advertisements every time they unlock their phones. The ads are location-specific, changing when a person moves from a supermarket to a university, for example. 

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