Life360 Inc. (ASX:360) has completed its acquisition of advertising technology company Nativo for about $120 million, made up of 65% cash and 35% stock. The deal is intended to expand how it serves advertisers, enabling brands to reach families with more relevant messages both inside the Life360 app and across Connected TV, mobile, and premium digital environments.
The San Francisco Bay Area-based family connection and safety company now has more than 50 million monthly active users (MAU) in the United States, positioning it among large consumer platforms including Netflix, Spotify, and Pinterest. The company said its scale, combined with continuous family and location insights, supports advertising aimed at reaching families in real-world moments when decisions are being made.
“Surpassing 50 million monthly active users in the US is a significant milestone that speaks to the trust families place in Life360,” Lauren Antonoff, CEO of Life360 said. “Families make countless decisions every day as they move through the world, and this partnership helps brands show up in those moments with relevance and respect. Together with Nativo, we’re building a differentiated advertising platform that connects brands to real families, in real moments, with real results.”
Justin Choi, Founder and Chief Executive Officer of Nativo, said the combination brings together Life360’s data and Nativo’s delivery capabilities.
“Life360 has incredibly rich and accurate first-party insights. We believe bringing those insights together with Nativo’s platform activates them in a way that rivals the advertising superpowers of the leading social media networks, while cultivating transparent, brand-safe, and meaningful connections to families. Nativo’s ad technology is purpose-built to unlock this opportunity in a way that enhances the user experience for Life360’s members.”
Creating a single system
The combined solution will extend Life360’s contextual insights into how families move and behave into premium publisher environments, providing what it described as a single system covering targeting, creative development, delivery, optimisation, and reporting.
The company said brands will be able to use context-rich storytelling formats where audiences are already engaged, and measure verified real-world outcomes through Uplift by Life360, within what it described as a privacy-forward, family-safe ecosystem.
The Nativo platform is designed to support premium ad experiences that improve advertiser performance while helping publishers grow, including by enabling non-disruptive, high-quality ad formats and opening additional revenue streams.