When its fully operational, Guvera's model goes beyond the watch an ad and get a download" model by engaging the user more deeply and only with brands that they are likely to have interest in. Thus, registration for Guvera begins with a fairly lengthy questionnaire that identifies the users age, address and interests.
Universal and EMI as well as a number of indies have signed on to provide content. No brands were visible on the site as of this morning, but a number of major advertisers are reported to be on board for the full launch.