Abstract: An advertiser distributes advertisements to a consumer. Subsequently, a computing system associated with the advertiser receives reward requests from the consumers when the consumers have consumed the advertisements and from participating merchants when the consumers perform transactions with the participating merchants. In response to receiving the reward requests, monetary rewards are credited to rewards accounts. The rewards accounts exclusively contain money from monetary rewards credited to the rewards accounts by the advertiser. The consumers are able to use money in the rewards accounts for purchases from participating merchants and non-participating merchants. By providing monetary rewards for consuming advertisements, the consumer is incentivized to consume the advertisements. In other words, the consumer is able to build a balance in the rewards account by consuming advertisements.