Life360—best known for family safety tools, location intelligence, and a top-ranking mobile app—has made a bold move into ad tech. The company has agreed to acquire Nativo, a premium advertising technology platform, in a deal valued at roughly $120 million in cash and stock.
The global in-app advertising market is on an upward tear—and it’s not slowing down anytime soon. According to a new report by Allied Market Research, the market is projected to skyrocket from $390.5 billion in 2024 to a staggering $952 billion by 2034, riding a robust 9.2% CAGR. The takeaway? Ads embedded inside mobile apps aren’t just filler—they’re fast becoming foundational to digital marketing strategies worldwide.
In 2025, mobile app marketers are facing a perfect storm: rising user acquisition costs, tighter privacy regulations, and an oversaturated digital landscape. According to The 2025 State of Mobile App Growth Survey by Bidease, this reality is driving an aggressive shift in strategy, especially in how marketers create, test, and optimize ad creatives using artificial intelligence.
Attentive®, a leader in AI-powered mobile marketing, has launched a bi-directional integration with Snowflake, the AI Data Cloud company, on Snowflake Marketplace. This partnership empowers brands to activate customer data seamlessly, unlocking advanced personalization and smarter marketing capabilities that connect online and offline consumer interactions.
Aarki has introduced Encore, a next-generation machine learning platform designed to enhance mobile marketing strategies in today’s privacy-first landscape. This platform aims to drive full-funnel growth and performance, offering smarter user acquisition and stronger retention.
