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Ads are intrusive, distracting, and often completely irrelevant. More than 600 million devices are now hooked up to an adblocker. That means the traditional advertising model has to change.

Instead of bombarding people with ads they don’t care about, we want to empower them to choose the ones they want to see.

And the best part? We’re sharing the ad revenue, distributing it between the viewer and social causes. By rewarding people's attention, and opening up a brand new revenue stream for charities, we want to turn advertising into a service that works for everyone.

Ads can become more than a disruption – they can become an important force for good.