Life360 acquires Nativo and Fantix AI unit for $120M to launch family‑focused ad platform
Life360 accelerated its entry into advertising by acquiring Fantix’s AI‑driven ad unit and the native‑ad platform Nativo for $120 million. Nativo generated $63 million in revenue in 2023, and its white‑label ad server now powers Life360’s family‑focused ad stack, enabling location‑based, privacy‑safe targeting.
Also developing:
Customers.AI is an identity‑resolution and deliverability platform built for Shopify brands that run Klaviyo. Its X‑Ray pixel lifts visitor identification from roughly 15‑20% to 60‑70%, feeding anonymous shoppers into Klaviyo profiles. The Alfred AI agent scores these visitors daily, enabling high‑intent segmentation that has driven 4.5‑times revenue lifts in case studies, while the Inboxer suite pushes emails into the Primary inbox, boosting open rates by over 40%. Pricing starts at $600 per month, with a 5× ROI guarantee, making it a strong fit for growth‑stage and established Shopify merchants with $500K‑$2M+ GMV.
TikTok released data, in partnership with measurement firm Samba, linking ad exposure to real‑world movie ticket purchases across 38 U.S. campaigns from early 2023 to mid‑2025. The analysis shows a median 172% lift in purchase rates for exposed audiences, with...

Smarter Ecommerce (SMEC) examined over 250 e‑commerce Search campaigns that used Google’s AI Max feature. The study found a median 13% lift in conversion value but a 16% rise in cost per acquisition, indicating higher revenue at a higher price....

Spanish tech firm Konodrac has introduced Smart Self-Promotions, an automated platform that turns traditional TV self-promotion into data-driven campaigns for linear, HbbTV and OTT environments. The solution leverages census-level audience data to segment viewers, deliver interactive calls-to-action, and provide full-funnel...
Tenetic, an AI‑powered insights platform for advertising buyers and sellers, announced the hiring of former Comscore innovation head David Algranati as Chief Research and Production Officer. Algranati is known for leading initiatives aimed at attracting Nielsen’s customers. The move is...

Advertisers struggle to monetize brand‑building efforts, with only 53% confident in ROI measurement. Amazon Ads introduced Long‑Term Sales (LTS), a metric that assigns monetary value to shopper actions across the full journey using its authenticated identity graph. LTS combines short‑term...

Mistplay has introduced Playtime Events, a hybrid reward system that blends time‑based incentives with event‑driven milestones to extend mobile gameplay sessions. Early testing in North America showed a 30% increase in average playtime and a 20% lift in D30 return...
The Trade Desk faces criticism for a complex, opaque fee structure that includes platform, data, and bid‑shading charges. Consultant Sarah Caputo argues the DSP should lower its take rate and simplify fees, especially the double‑digit bid‑shading fee on savings. Recent...

The episode dissects the Trade Desk’s ongoing tension over its OpenPath platform, agency relationships, and high margin model, especially in light of recent earnings and competition from Amazon DSP. Guest Sarah Caputo argues that the Trade Desk’s effective take rate...
Domino’s is rolling out a social‑first campaign that showcases influencer‑crafted pizza combos ahead of March Madness, promoting its under‑$10 “Best Deal Ever.” The initiative pairs creators like Jesser, Trisha Paytas and Courtney Cook with college basketball players, and includes a partnership with...

AppHarbr’s in‑app network quality index reveals that mobile games display malicious ads at a rate of 58 per 165 ads, nearly three times the frequency seen in non‑gaming apps. The report links weaker ad‑quality controls and formats such as rewarded...

The article introduces the Verified Source Pack (VSP) as a new infrastructure layer that delivers machine‑readable, authoritative truth for AI agents. It outlines four core components—content, structure, provenance, and discoverability—and explains how VSPs complement existing pages and schema. The piece...

Guideline launched its Media Plan Management MCP Server, allowing agencies and advertisers to link any MCP‑compatible AI agent—such as Claude or ChatGPT—to its media planning platform. Built on the open Model Context Protocol, the server provides a plug‑and‑play, read‑only connection...

PulsePoint announced an integration that lets healthcare marketers activate its proprietary HCP audience segments directly on Reddit. The self‑serve capability joins PulsePoint’s broader omnichannel ecosystem, enabling coordinated campaigns across social, programmatic display, EHR, DOOH and more. Marketers gain NPI‑level measurement...
Open World, the marketing consultancy division of Loaded Holdings, has acquired influencer platform Drope.me to add automation and performance‑tracking tools to its gaming creator campaigns. The acquisition enables Open World to scale activations from dozens to thousands of creators simultaneously....
Men’s Wearhouse partnered with Ovation Group and The Trade Desk’s Kokai platform to run an audio‑only campaign from March to June 2025 across Spotify, iHeart, Acast and Pandora. The effort, aimed at younger, digitally‑first men, leveraged Ovation’s EMRge marketing intelligence...
Men’s Wearhouse partnered with Ovative Group and The Trade Desk’s Kokai platform to run an audio‑only campaign across Spotify, iHeart, Acast and Pandora from March to June 2025. The campaign, aimed at younger “Stylish Steve” and older “Professional Paul” men,...
Campaign’s Brand Buzz roundup highlights how major brands used social media last month to drive conversation and sales. McDonald’s launched a limited‑time menu item on TikTok, sparking viral user videos. Aldi promoted its new eco‑friendly packaging through Instagram Stories, while...

Thrad, a leading AI advertising infrastructure provider, announced its entry as a founding member of AgenticAdvertising.org (AAO), an initiative to develop open standards for AI‑powered ads through the Ad Context Protocol. The move comes amid OpenAI’s launch of a high‑cost,...

Lumen Research has teamed up with Netflix to launch an attention‑measurement solution that tracks how viewers engage with ads across Netflix’s ad‑supported CTV, desktop, and mobile platforms. The offering is initially available to advertisers in the UK, Germany, France, Italy,...
Zink Talent, founded in 2018 by former fashion PR executive Samantha Zink, now manages about 70 creators across beauty, skincare, fashion and lifestyle. The agency has shifted its roster criteria from raw follower counts to engagement, consistency and business discipline,...

Comscore and Yahoo DSP have launched Proximic Political Audiences, a first‑to‑market solution that merges linear TV exposure data with Connected TV (CTV) targeting for political advertising. The partnership leverages Comscore’s local market measurement, Proximic’s activation platform, and Yahoo’s programmatic inventory...

EXTE announced a strategic integration with HUMAN Security, embedding the MediaGuard Ad Fraud Defence solution into its programmatic platform. The joint offering combines pre‑bid mitigation and post‑bid reporting to verify impressions, block bots, and curb invalid traffic in real time....

Gary Vaynerchuk stresses that the era of blindly paying for ads on Facebook, Instagram, or TikTok is over; creators should first test content organically and only boost pieces that outperform their norm. He highlights the shift from "social media" to...
ExchangeWire’s The Wires 2026 marks a decade of ad‑tech awards and unveils a globally diverse judging panel spanning EMEA, APAC, MENA and the US. Judges from brands, agencies and publishers emphasize consumer‑centric insight, AI‑driven measurement, and clear ROI as hallmarks...

AppHarbr, GeoEdge’s in‑app ad quality platform, released the first In‑App Network Ad Quality & Safety Performance Index, benchmarking 45 ad networks across 25 billion ads. The study found half of the networks fell short of basic safety standards, with iOS apps...
YouTube’s partner program pays creators 55 % of ad revenue (45 % for Shorts), with earnings calculated on a cost‑per‑thousand‑views (CPM) basis. Reported CPMs vary widely, typically ranging from $3‑$5 up to $18 per 1,000 views, depending on niche, audience demographics, and...

Rare Beauty’s new fragrance launch turned its accessible bottle design into the centerpiece of a marketing campaign, generating organic buzz and consumer goodwill. The brand’s inclusive approach illustrates how accessibility can be a growth engine rather than a compliance checkbox....
Ford is re‑entering Formula 1 after more than two decades, partnering with Oracle Red Bull Racing and extending its global "Ready Set Ford" campaign. The automaker is abandoning traditional TV spots in favor of Apple TV’s sequential ad format, creating a micro‑docuseries that links F1...

Tinder has appointed VCCP Social Club as its UK social and influencer agency of record, following a competitive pitch run by Ingenuity+. The newly launched division, comprising more than 80 specialists, will handle social strategy, creator content, influencer selection and...

Orange 142, a Direct Digital Holdings division, unveiled Ignition+, an AI‑powered programmatic platform designed for Fortune 1,000 brands and large agencies. The solution consolidates activation, supply access, optimization and measurement into a single stack, promising greater transparency and a flat‑fee pricing...

Confluent’s Quick Thinking 2026 survey of 200 UK CEOs reveals that 62% now rely on AI for the majority of their decisions, and 70% admit to second‑guessing their own judgment when AI recommendations differ. The report shows a shift toward...

Birds Eye, the frozen‑food brand owned by Nomad Foods, has launched a new out‑of‑home (OOH) campaign that puts peas at the centre of its messaging. The “Give peas a chance” creative, devised by Havas London, decorates London Underground escalator ribbons...
Reddit, while not a traditional marketing channel, now shapes how travelers research destinations and evaluate hotels, often appearing in search results and AI‑driven answers. Hoteliers can leverage the platform by monitoring brand mentions and competitor discussions rather than engaging directly....

Fnp.ae turned the crowded UAE Valentine’s market into a cultural moment with its “Create Your Own Rom‑Com Moment” campaign. The brand deployed a fully integrated media mix—DOOH billboards, premium digital screens, front‑page print, cultural publishers and live radio—to saturate commuter...

The Coalition for Innovative Media Measurement (CIMM) and the 4As released a study revealing a "Paradox of Plenty" for U.S. advertisers: abundant data and sophisticated tools have not translated into higher confidence in media measurement. Surveying 197 senior marketers, the...
Meta confirmed it will drop credit‑card payments for ads next month, moving advertisers to invoice‑only billing to curb fraud and the “cashback loophole.” At the same time, student‑loan giant Sallie introduced Backpack Media, a retail‑media network that sells ad inventory...

The marketing industry’s long‑standing belief that more data equals better personalization is being upended by AI and privacy regulation. In the Middle East, the Personal Data Protection Law forces companies to redesign systems around contextual, real‑time signals rather than persistent...

In this special edition of the eMarketer podcast, Principal Analyst Max Willins reveals that U.S. creator earnings are projected to hit $21 billion in 2026, nearly doubling since 2022 and outpacing traditional web‑publisher revenues. He explains how creators have moved from...

In this episode, host Christian Klett talks with award‑winning copywriter Jamie Thompson about why authority now outweighs visibility for B2B marketers, especially as AI tools flood the market with generic content. Thompson argues that true authority comes from consistent, genuinely...

In this episode of the Hamasley Brothers e‑commerce podcast, Mark and Ian dissect why weak follow‑up sequences are sabotaging ROAS. They define follow‑up as the communication between a prospect’s ad click and the final purchase, emphasizing email capture and remarketing...
In this training episode, Ezra Firestone explains how e‑commerce brands can turn email and SMS into 30‑40% of total revenue by implementing a strategic merchandising calendar. He differentiates major campaigns from micro‑offers, shows how to layer content, product launches, and...
Organic search traffic to the United States' leading tech publications has plunged 58% since 2024, according to Growtika’s Ahrefs‑based analysis. Combined visits fell from a 2024 peak of 112 million to just 47 million in January 2026. The Verge suffered the steepest...

The article offers a step‑by‑step playbook for event marketers, stressing that the “during” and “after” phases of social media promotion are frequently neglected. It recommends assigning a dedicated digital helper to post live updates, answer attendee questions, and curate user‑generated...
Tony Bandanza has been appointed head of Uber’s US&C Restaurant Advertising business, overseeing strategy and execution for one of the company’s fastest‑growing revenue streams. He rejoined Uber in 2022 to lead the global Yum! Brands partnership, expanding Pizza Hut’s presence across...
In this episode of Behavioral Science for Brands, Michael Aaron Flicker and Richard Shilton dissect the "Lucky Yatra" campaign by Indian Railways and FCB India, which turned ticket serial numbers into a daily lottery to incentivize fare payment. They explain...

Zoho unveiled PageSense 3.0 – Agency Edition, a new experimentation platform tailored for digital agencies, CRO consultants, and growth partners. The solution adds a centralized dashboard, isolated data environments, flexible visitor‑quota management, and real‑time usage alerts to simplify multi‑client testing. Core...

Episode 139 of the Content, Briefly podcast, titled "The Art of Content: Did We Lose the Plot with Blogs?", examines the waning influence of traditional blog posts in modern marketing. Host Jimmy Daly highlights declining engagement metrics, the rise of...

Google flagged a reporting disruption on the Google Ads Status Dashboard affecting Google Ad Manager. The incident started at 13:49 UTC on March 4, and by 13:54 UTC Google confirmed that some users could access Ad Manager but were seeing stale or mismatched...

Google Merchant Center introduced a new availability value called “build to order,” enabling vehicle dealers to flag cars that are not physically on the lot but can be customized and ordered. Sellers must update both their structured data and Merchant...