Life360 Enhances Ad Platform With Launch of Place Ads and Uplift, Redefining Real-World Targeting and Measurement
- Strong user base with 83 million monthly active users and high engagement (top 15 U.S. iOS apps)
- 95% of users share location data, providing valuable first-party insights
- Successful early results with Uber partnership generating over 100,000 rides
- Platform offers deterministic measurement without relying on third-party data
- Privacy-focused approach excluding sensitive locations and minor data
- Heavy reliance on user location sharing could face privacy concerns
- Success depends on maintaining high user engagement and location sharing rates
- Limited to advertising within family-oriented demographic
Insights
Life360's new ad products leverage unique first-party location data to create powerful targeting and measurement capabilities that should boost ad revenue.
Life360's launch of Place Ads and Uplift represents a significant strategic enhancement to their advertising ecosystem. With 83 million monthly active users and impressive daily engagement (top 15 iOS app), the company has built a robust first-party data foundation with 95% of members sharing location data. This continuous location signal is extraordinarily valuable in today's privacy-first advertising landscape where third-party cookies and IDFA access are disappearing.
The new Place Ads product leverages this data advantage by enabling advertisers to target families based on real-world behaviors and locations - a capability few platforms can match at scale. This contextual, moment-based advertising approach addresses a critical gap in the market: connecting digital advertising with physical-world intent signals. The Uber partnership case study demonstrates the commercial viability, having generated over 100,000 ride bookings through airport-arrival targeting.
Uplift, their footfall attribution product, solves another significant advertiser pain point: proving that digital ad exposure drives physical store visits. This deterministic measurement capability is compelling because it works at the household level and doesn't rely on increasingly restricted third-party data. For retailers and brands with physical locations (where 84% of retail sales still occur), this attribution capability justifies higher ad spend.
The timing is strategic - as digital advertising becomes more privacy-restricted and less precise, Life360's first-party, opt-in location data becomes disproportionately valuable. These products should meaningfully accelerate advertising revenue while maintaining user privacy, creating a sustainable competitive advantage in family-focused marketing.
Company introduces breakthrough ad tools that deliver brand messages based on real-world behavior and prove in-store impact with deterministic measurement
SAN FRANCISCO, June 12, 2025 (GLOBE NEWSWIRE) -- Life360 (Nasdaq: LIF), the leading family connection and safety company, today announced two category-defining innovations within its ad platform: Place Ads by Life360, a location-based, targeting product that reaches families based on real-world behavior and household context, and Uplift by Life360, a best-in-class footfall attribution tool that closes the loop between media exposure and physical store visits.
Life360’s advertising platform brings brands into the everyday lives of families through context-aware, privacy-first campaigns that show up with value when it matters most. Life360 has an engaged global community of over 83 million monthly active users. On average, members open the app five times per day, making it one of the top 15 U.S. iOS apps by daily engagement. The company powers both PlaceAds by Life360 and Uplift by Life360 with its unique location intelligence, built on continuous first-party signals. Approximately
Place Ads by Life360 turn this signal into action. The product delivers timely brand messages triggered by real-world behavior, not just app engagement. By analyzing movement patterns and household-level insights, Place Ads predict what families need based on the places they visit, who they’re with, and where they are likely to go next. Advertisers can tap into true place-based intent, with messaging triggered by key moments like finishing a grocery run, arriving at a sports field, or pulling into a shopping center. Strategic in-app prompts and branded touchpoints ensure messages meet consumers at the right moments when brand relevance is strongest.
Early results prove the model. Uber partnered with Life360 to target airport travelers the moment they landed, booking over 100,000 rides and showcasing how Place Ads by Life360 can deliver real-world value to brands while offering timely, relevant utility to families.
“By connecting advertisers with our members in the moments that matter most, we’re creating value on both sides—helping brands reach the right people at the right time, and helping families navigate everyday life with a little more ease,” said Lauren Antonoff, Chief Operating Officer at Life360. “I’m confident these new tools will help us scale, expanding revenue while making the platform even more useful for the families who rely on us.”
Uplift by Life360 delivers deterministic footfall measurement that connects ad exposure to store visit uplift, without relying on modeled or third-party data. It is available to advertisers running campaigns on Life360, as well as brands seeking to apply footfall measurement to their broader programmatic efforts. What sets it apart is the use of continuous location signals and exclusive family-level insights, providing a richer view of real-world behavior. Advertisers can confidently tie campaigns to measurable offline impact, with outputs including aggregated statistics on measured visits, attributed lift, visit rate, converters vs. non-converters, demographic insights, and lookalike audience modeling. The metrics are also available at the household level, enabling brands to understand how campaigns resonate with families, not just individuals. Consider this use case: a coffee chain promoting a summer drink campaign can now directly link ad exposure to verified store visits, gaining visibility at an aggregate level into whether customers are visiting with family members and identifying likely household decision-makers.
“Our product strategy has always prioritized relevance, measurable results, and respect for the member experience,” said Brian McDevitt, VP of Advertising at Life360. “In a world where
With privacy at its core, Life360’s ad platform is designed to deliver value without compromise. All targeting is powered by first-party location insights and excludes sensitive locations and data from minors. Life360 ensures that brands can connect meaningfully with families while members stay in control of how their data is used and continue to benefit from a feature-rich experience.
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 83.7 million monthly active users (MAU), as of March 31, 2025, 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.
Media Contact:
Kristi Collura
kcollura@life360.com
SOURCE: Life360
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