Mobile operator 3 in the UK announced they would be launching a range of ad-funded content on their Planet 3 portal. The content will include news, comedy, celebrity gossip, animations, and film. Before viewing free content, subscribers will need to enter their age and gender, thus allowing advertisers to deliver a more targeted message. The free content will sit alongside existing premium content in the portal.

For this offer, 3 has partnered with Rhythm New Media. Rhythm will use their platform to serve the ads, and will offer demographic based targeting as well as frequency regulation.

Rhythm will also be responsible for selling the advertisement inventory, with Microsoft and Unilever being announced as two of the first brand advertisers who will participate.

Full press release HERE.