Cracking mobile advertising is a real challenge.

I know many companies (big and small) that are investing millions in buying media, application development and display advertising.

The real question is when will it pay off? What will it take to deliver real value, build a focused audience and grow with a mobile user over time?

No one has found the magic formula yet. But just maybe these guys have. Reward based advertising isn’t exactly new, a few players have already entered this space with similar business models

What’s nice here is the bridge from the virtual currency space, venture backing and validation from the big names in social and the virtual currency space.   The right combination of targeted advertising, rewards and large brand advertisers might be a complete game changer.