Uber signs on as strategic brand partner;
Google veteran Brian McDevitt joins
to lead the Life360 Ads team
SAN
FRANCISCO, Sept. 5, 2024 /PRNewswire/ -- Life360,
Inc. (NASDAQ: LIF), the leading family connection and safety
company, today announced the launch of its advertising platform in
the United States. The new
platform leverages Life360's unique family insights and location
data to deliver privacy-first targeting for advertising, connecting
millions of engaged families with brands, products, and services
that are relevant to their needs. Uber joins the platform as a key
partner, integrating with Life360's Landing Notifications to
provide timely transportation options and launching targeted ads to
parents of teens for Uber teen accounts. These accounts allow
teens aged 13-17 to request their own rides and order food, all
with parental supervision and essential safety features built into
the experience.
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
$20 per ride or
order.1 This partnership not only validates the
platform's value proposition but exemplifies the dual value for
brands and members, facilitating a seamless in-app experience that
meets target audiences where they are and pairs them with the
utilities they need.
"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 San Francisco Bay Area, Life360 serves
approximately 70 million monthly active users (MAU), as of
August 8, 2024, across more than 150
countries. Life360 delivers peace of mind and enhances everyday
family life in all the moments that matter, big and small. For more
information, please visit life360.com.
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
