Abstract: The present invention extends to methods, systems, and computer program products for delivering advertising messages from advertisers while incentivizing consumers to receive the advertising messages. In some embodiments, a provider selects a consumer to receive advertising content from an advertiser, sends a message to a portable device for the consumer, and provides a financial incentive to the consumer for receiving the message. In other embodiments, a provider determines that a consumer qualifies to receive an advertisement based on target consumer criteria and sends the advertisement to the consumer. The provider also receives payment from the advertiser and shares the payment with the consumer by providing a reward to the consumer. In additional embodiments, a provider accesses aggregate consumer information relating to a plurality of consumers to select consumers to receive advertising content, sends an advertisement to the selected consumers, and provides an incentive to the selected consumers.