Dive Brief: 

• AT&T has a launched a data sponsorship program that allows app developers and content creators to sponsor mobile users' data usage. 
• Participants in the program — like United Health Group, Kony Solutions and Aquto —​ hope to encourage mobile users to view their content because it will not cut into their monthly data allotment. 
• AT&T describes the program as the 1-800 number of the Internet age. 

Dive Insight:

Mobile users have become more stingy with consuming content since most carriers have switched from unlimited data plans to restricted plans. AT&T's data sponsorship program could be quite effective because users will feel like they aren't wasting anything to view sponsors' content. For sponsors, the program is essentially another mobile advertising route in a still-emerging market.