Life360 Is Growing a $10 Million Ad Business

Location-sharing application Life360 is launching its direct advertising sales business today, with Uber as one of its first major advertisers, the company shared with ADWEEK exclusively.

Life360, a publicly traded mobile app company, first said it was starting an advertising business on an earnings call in February, and it expects that business to grow to between $5 million and $10 million by the end of this year, according to Russell Burke, chief financial officer.

“The engagement that we’re having with Uber is emblematic of the kind of direct partnerships we’re creating with various brands that are super-focused on family,” said Brian McDevitt, a Google veteran who started last month at Life360 in a newly created role, vice president of ad sales and strategy. “It’s a sign of many more of those kinds of deals to come.”

Life360 joins a growing list of companies, from retailers to financial service firms to Uber itself, that didn’t start as pure-play media companies but are now looking to translate a captive digital customer base into an audience for advertisers.

Life360 helps families connect by sharing locations and providing other safety services. The company has historically made most of its revenue via subscriptions.

Uber marks the launch of the Life360 direct-sales business, but it tested the program with children’s debit card company Greenlight. Allstate-owned Arity is also a client.

The company has sold ads programmatically since the end of the second quarter of 2024, and it has struck partnerships with The Trade Desk, PubMatic, and Google Ad Manager. In August, Life360 announced a partnership with LiveRamp, which lets advertisers target Life360 on offsite media properties.

The company is a top 10 social networking app, according to the Apple App Store, and it has 70 million monthly active users globally and 40 million in the U.S.