Nativo

Life360 bought Nativo to target ads beyond its own app. The Nativo acquisition extends Life360's ad targeting beyond Life360 itself, which makes the company more of an ad network.

Ads are a recent line of business. They started only in the last 2 years, at a company about 15 years old.

Sub Club

Life360 only adds ads and offers that give users real value. The baseline is do no harm: ads must not be intrusive, measured by attention, engagement and user conversations. Beyond that, location and context power useful offers, like the Uber partnership that grew from a landing notification feature built in a hackathon.

Value-adding offers work like popular coupon and discount apps. In Contestabile's words: "the kind of baseline is do no harm, meaning make sure that the ads are not intrusive, not invasive, and they're not unwelcome by the audience."

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