Life360 Unveils Advertising Platform to Connect Brands with Its Engaged Community of 40 Million U.S. Monthly Active Users
Life360, Inc. (NASDAQ: LIF) has launched its advertising platform in the United States, leveraging its unique family insights and location data to deliver privacy-first targeting for advertising. The platform connects 40 million U.S. monthly active users with relevant brands, products, and services. Uber has joined as a key partner, integrating with Life360's Landing Notifications and launching targeted ads for Uber teen accounts.
Life360's platform provides brands with insights into family dynamics, routines, and behaviors, enabling precise audience segmentation. The company prioritizes partnerships with family-oriented advertisers and maintains strict privacy measures. Google veteran Brian McDevitt has been appointed as Vice President of Ad Sales and Strategy to scale the ad business globally.
Life360, Inc. (NASDAQ: LIF) ha lanciato la sua piattaforma pubblicitaria negli Stati Uniti, sfruttando le sue uniche intuizioni familiari e i dati sulla posizione per offrire un targeting rispettoso della privacy per la pubblicità. La piattaforma connette 40 milioni di utenti attivi mensili negli Stati Uniti con marchi, prodotti e servizi rilevanti. Uber è diventato un partner chiave, integrandosi con le Notifiche di Atterraggio di Life360 e avviando pubblicità mirate per gli account Uber per adolescenti.
La piattaforma di Life360 fornisce ai marchi informazioni sulle dinamiche familiari, le routine e i comportamenti, consentendo una segmentazione del pubblico precisa. L'azienda prioritizza le collaborazioni con inserzionisti orientati alla famiglia e mantiene rigorose misure di protezione della privacy. Brian McDevitt, veterano di Google, è stato nominato Vice Presidente delle Vendite Pubblicitarie e della Strategia per espandere il business pubblicitario a livello globale.
Life360, Inc. (NASDAQ: LIF) ha lanzado su plataforma publicitaria en Estados Unidos, aprovechando sus exclusivas percepciones familiares y datos de ubicación para ofrecer un targeting que prioriza la privacidad. La plataforma conecta a 40 millones de usuarios activos mensuales en EE. UU. con marcas, productos y servicios relevantes. Uber se ha unido como socio clave, integrándose con las Notificaciones de Aterrizaje de Life360 y lanzando anuncios segmentados para cuentas de Uber para adolescentes.
La plataforma de Life360 proporciona a las marcas información sobre la dinámica familiar, las rutinas y los comportamientos, lo que permite una segmentación precisa del público. La empresa prioriza las asociaciones con anunciantes orientados a la familia y mantiene estrictas medidas de privacidad. Brian McDevitt, veterano de Google, ha sido nombrado Vicepresidente de Ventas Publicitarias y Estrategia para escalar el negocio publicitario a nivel mundial.
Life360, Inc. (NASDAQ: LIF)는 독특한 가족 통찰력과 위치 데이터를 활용하여 미국에서 광고 플랫폼을 출시했습니다. 이 플랫폼은 미국 내 4천만 명의 월간 활성 사용자를 관련 브랜드, 제품 및 서비스와 연결합니다. Uber가 주요 파트너로 합류하여 Life360의 착륙 알림과 통합하고 청소년 계정을 위한 타겟 광고를 시작했습니다.
Life360의 플랫폼은 브랜드에 가족 역동성, 일상 및 행동에 대한 통찰력을 제공하여 정확한 청중 세분화를 가능하게 합니다. 회사는 가족 중심의 광고주와의 파트너십을 우선시하며 엄격한 개인 정보 보호 조치를 유지합니다. 구글 베테랑 브라이언 맥데빗이 광고 영업 및 전략 부사장으로 임명되어 광고 비즈니스를 글로벌 규모로 확장할 예정입니다.
Life360, Inc. (NASDAQ: LIF) a lancé sa plateforme publicitaire aux États-Unis, tirant parti de ses uniques aperçus familiaux et de données de localisation pour offrir un ciblage axé sur la confidentialité. La plateforme connecte 40 millions d'utilisateurs actifs mensuels aux États-Unis avec des marques, produits et services pertinents. Uber a rejoint en tant que partenaire clé, s'intégrant aux Notifications de Landing de Life360 et lançant des publicités ciblées pour les comptes Uber des adolescents.
La plateforme de Life360 fournit aux marques des informations sur la dynamique familiale, les routines et les comportements, permettant une segmentation précise de l’audience. L'entreprise priorise les partenariats avec des annonceurs orientés vers la famille et maintient des mesures de confidentialité strictes. Brian McDevitt, ancien de Google, a été nommé vice-président des ventes publicitaires et de la stratégie pour développer l'activité publicitaire à l'échelle mondiale.
Life360, Inc. (NASDAQ: LIF) hat seine Werbeplattform in den Vereinigten Staaten gestartet und nutzt einzigartige Familieninsights sowie Standortdaten, um Datenschutz-orientiertes Targeting für Werbung anzubieten. Die Plattform verbindet 40 Millionen aktive Nutzer pro Monat in den USA mit relevanten Marken, Produkten und Dienstleistungen. Uber ist als wichtiger Partner beigetreten und integriert sich mit Life360s Landing Notifications, um zielgerichtete Anzeigen für Uber-Teen-Konten zu lancieren.
Die Plattform von Life360 bietet Marken Einblicke in Familiedynamiken, Routinen und Verhaltensweisen, die eine präzise Zielgruppen-Segmentierung ermöglichen. Das Unternehmen priorisiert Partnerschaften mit familienorientierten Werbetreibenden und hält strenge Datenschutzmaßnahmen aufrecht. Brian McDevitt, ein Google-Veteran, wurde zum Vizepräsidenten für Werbung und Strategie ernannt, um das Werbegeschäft global auszubauen.
- Launch of advertising platform connecting 40 million U.S. monthly active users with brands
- Partnership with Uber for integrated ads and teen account promotion
- High user engagement with an average of 5 app opens per day
- Appointment of Google veteran Brian McDevitt as VP of Ad Sales and Strategy
- None.
Insights
Life360's new advertising platform is a game-changer in the digital marketing landscape. With 40 million U.S. monthly active users and an average of 5 daily app opens, it offers advertisers an unprecedented reach to engaged families. The platform's use of
The partnership with Uber demonstrates the platform's potential for seamless integration and contextual relevance. By tapping into Life360's Landing Notifications, Uber can offer timely transportation options, potentially increasing conversion rates. The promotion of Uber teen accounts also aligns perfectly with Life360's family-oriented user base.
However, the success of this platform will heavily depend on maintaining the delicate balance between personalization and privacy. Life360's commitment to data protection and exclusion of under-18 data from targeting is important for user trust and regulatory compliance.
Life360's new ad platform presents both opportunities and challenges for family safety. On the positive side, partnerships like the one with Uber can enhance safety features for families, especially teens. The Uber teen accounts, with their built-in safety measures and parental supervision, align well with Life360's safety-first approach.
However, the introduction of advertising into a family safety app raises potential concerns. There's a risk that excessive or intrusive ads could distract from the app's core safety functions. Life360 must ensure that ad content remains family-friendly and doesn't compromise the user experience or safety features.
The privacy measures described, such as data obfuscation and exclusion of sensitive location data, are crucial safeguards. Yet, as the platform grows, Life360 will need to remain vigilant in protecting user privacy and maintaining transparency about data usage to preserve trust among its family-oriented user base.
The launch of Life360's advertising platform represents a significant revenue diversification opportunity. With its large, engaged user base and unique family-oriented data, Life360 is well-positioned to capture a share of the growing digital advertising market. The partnership with a major brand like Uber validates the platform's potential and could attract other high-profile advertisers.
Financially, this move could substantially boost Life360's
- Ad revenue growth
- User engagement rates
- Customer acquisition costs for advertisers
- Impact on core subscription revenue
While promising, the success of this initiative will depend on Life360's ability to scale the platform without alienating its user base or compromising its core safety services.
Uber signs on as strategic brand partner; Google veteran Brian McDevitt joins to lead the Life360 Ads team
On average, Life360 users open the app five times a day, making it one of the top 15 U.S. iOS apps by Daily Active Users, with engagement levels that rival some of the biggest names in social and streaming media. Leveraging its scaled, deterministic first-party data, Life360's innovative platform provides brands with unparalleled insights into family dynamics, routines, and behaviors. This enables the creation of precise audience segments, allowing advertisers to reach more than 40 million U.S. monthly active users with relevant, personalized ads both in-app and offsite, all while upholding the highest privacy standards. The company will prioritize partnerships with family-oriented advertisers, ensuring a safe and secure environment for all users.
"By active user counts, Life360 is a behemoth, making us an invaluable partner for brands," said James Selby, Chief Product Officer at Life360. "Our new advertising platform offers a unique opportunity for brands to seamlessly integrate into the daily lives of their target audiences without disrupting the user experience. We're proud of how we've been able to make Life360 even more engaging, and we remain committed to delivering essential safety and connectivity services for our highly engaged community while safeguarding our members' personal information."
One of the first brand partners to join Life360's new advertising platform is Uber. Uber will strategically integrate its ads into Life360's Landing Notifications, directing members to book an Uber when they land at their destinations. Additionally, Uber will be launching a targeted ad campaign within Life360 to promote Uber teen accounts. These specialized Uber accounts allow teens to request their own rides and order their own meals, all with the ability for parents to track activity in real-time and with safety features automatically turned on. Teens using this feature will always be matched with highly rated and experienced Uber drivers and couriers who have undergone a thorough background check. As part of this campaign, Life360 members can invite their teen to create an Uber teen account and their teen will receive six free rides and six free orders in September, with a value of up to
"Safety is our north star, which is why we're thrilled to partner with Life360 and provide their members with tailored Uber offers," said Cait O'Donovan, Interim US and Canada Consumer Operations & New Verticals Lead at Uber. "This collaboration allows us to connect with even more families, helping them go anywhere and get anything, with safety built into the experience."
To help bolster the growth of the Life360 Advertising Platform, the company has appointed Google veteran Brian McDevitt as its first-ever Vice President of Ad Sales and Strategy. McDevitt will focus on building, scaling, and running Life360's ad business globally.
"I'm excited to join Life360 at such a pivotal moment," said McDevitt. "The combination of Life360's rich user data, privacy-first approach, and strong family connections presents a unique opportunity for brands. I'm looking forward to scaling this platform to deliver real value to both our brand partners and our members."
Life360 remains deeply committed to protecting user privacy, a cornerstone of its new advertising platform. The company employs a privacy-first approach, ensuring that all data used for advertising is obfuscated and hashed, with no individualized personal data leaving the Life360 platform. Data from users under 18 is strictly excluded from targeting segments, and sensitive location data, such as visits to medical facilities or schools, is never utilized for advertising. By prioritizing these privacy measures, Life360 ensures that users can enjoy a safe and secure experience while benefiting from relevant and personalized ads.
About Life360
Life360, a family connection and safety company, keeps people close to the ones they love. The category-leading mobile app and Tile tracking devices empower members to stay connected to the people, pets, and things they care about most, with a range of services including location sharing, safe driver reports, and crash detection with emergency dispatch. As a remote-first company based in the
About Uber
Uber's mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 42 billion trips later, we're building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.
1 Offer valid for new teen account users only, while supplies last. Terms, fees, and other exclusions apply. See app for details.
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SOURCE Life360
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