Life360 likens itself to Netflix as US users hit 50M; ad targeting to get more focused

Life360 (ASX:360) has likened itself to Netflix on Tuesday in that its 50 million active monthly user count in the U.S. puts it in the same league as popular household apps (per Life360’s own analysis), a smaller part of a larger disclosure pointing towards the completion of its $120M buyout of Nativo.

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Nativo is effectively an advertising brand that focuses on out-of-door displays, though think less OohMedia! and more smartphone-pop-up-advertisements. By teaming with Life360 (read: GPS), the two companies propose to offer more timely and location-relevant ads to users across both bases.

“Combined with continuous family and location insights, Life360 provides advertisers with a powerful way to reach families with high intent in real-world moments when decisions are made, from a quick trip to the grocery store to a stop at a local coffee shop,” 360 wrote on Tuesday. Talk about family safety.

Of the deal, 65% of it came in cash; the remainder was stock. While Life360 has had a strong twelve-month run, on Tuesday the stock sold off a touch around -1.5%.

“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,” Life360 CEO Lauren Antonoff said.

“Surpassing 50 million monthly active users in the U.S. is [also] a significant milestone that speaks to the trust families place in Life360.”

360 last traded at $31.37/sh.

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