A system for selecting and presenting advertising to a user, the system including: a storage memory, residing in a mobile device, having program code, wherein the program code is configured: to locally select at least one context-dependent advertising message from a locally-stored database residing in the mobile device; and to present at least one context-dependent advertising message to the user on the mobile device; and a processor for running the program code on the mobile device. Preferably, the presenting includes presenting at least one context-dependent advertising message to the user on a mobile phone. Preferably, the program code is further configured: to record an event report for remunerating the user, with a compensatory reward, for consent to receive at least one context-dependent message. Most preferably, the event report is used by an MNO to remunerate the user and/or to bill an advertiser.