Life360 Acquires Nativo for $120 Million to Expand Its Adtech Ambitions

Life360, the household location and security app, has agreed to accumulate adtech firm Nativo for $120 million in money and inventory, the corporate introduced at present. The acquisition combines Life360’s location and behavioral insights with Nativo’s writer community and programmatic instruments, pushing the cell app deeper into promoting.The deal consists of Nativo’s native advert platform and direct integrations with publishers corresponding to Time and Ziff Davis. Advertisers will have the ability to attain households not solely inside Life360’s app however throughout cell, net, and linked TV, turning the corporate right into a full-funnel advert participant with a “family-safe” positioning. “Buying Nativo is an thrilling step ahead as we construct a sturdy, mission-aligned promoting enterprise,” Lauren Antonoff, chief govt officer of Life360, stated in an announcement.