Adam Greenhood talks about the value of paying consumers rather than publishers for their verified attention. The presentation was given at the Media Post Television / Video Summit in Montauk, NY.

Veteran advertising executive Adam Greenhood’s “Mad Man” strategy of getting advertisers to pay consumers to listen to their ads is making an impressive splash.
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Of all the existential issues Madison Avenue has had to grapple with in recent years, none seems so antithetical as new models that effectively bypass media altogether and treat consumers as their own, first-person medium.
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AdWallet is a free app (available for download August 1st) that pays its users $.50 every time they watch a TV ad (and prove they’ve watched it). AdWallet also pays them an additional $.25 when they share it on social media.
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A unique business model prompted Google to ask AdWallet, a seven-week old startup, to join its Advantage Program, an invitation-only ad program aimed at helping brands reach consumers through apps. Similar to a mentoring program, the invite provides complimentary access to Google’s digital marketing experts, summits and services for 90 days.
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