After the new FCC rules are implemented, adoption of zero-rating programs could accelerate. Increasingly, carriers are using mobile data as a weapon in the wireless war. As data grows as a revenue source — and expense — for the carriers, they may look to brands to help carry the cost, using an avenue that regulators permit. “The cost to younger ‘video-hungry’ consumers for mobile use is only going to continue exploding,” said Karl Spangenberg, strategy consultant at MediaLink, which works with several telecommunications companies.
via Net Neutrality Policy Likely to Permit Sponsored Data | Digital – Advertising Age.