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There are a whole lot of kids on Kik, which is getting increasingly serious about its advertising technology. With 40 percent of U.S. teens on the mobile messaging app, according to Kik, the Canadian company is betting that exchanging emojis for ads is the Web 2.0 version of virtual allowance.
On Wednesday, Kik announced a partnership with MediaBrix—which in the past has worked with brands like BMW, Coca-Cola and CoverGirl—to provide native-ad experiences in which Kik Points, used to buy emojis and other Kik content, are awarded for viewing ads or playing branded mini games.