Abstract: A server of an operator of a resource is provided that includes a processor configured for operating a service provider application, which is configured for receiving one or more advertisements that are directed to one or more advertised products or services, and are received from one or more advertising merchants. The service provider application is also configured for receiving an indication of a mobile terminal attempting to access the resource of the operator, and for pushing one or more of the received advertisements from the operator to the mobile terminal in response thereto. The advertisement(s) having been pushed to the mobile terminal for consumption thereat, the service provider application is further configured for providing a user of the mobile terminal with a discount in a cost associated with the mobile terminal accessing the resource of the operator in response to at least a partial consumption of the advertisement(s).