Foursquare vs Life360

AdExchanger Podcast: Infillion-Foursquare, Taboola-Dianomi, WarnerMount Merger

This AdExchanger podcast episode discusses two ad tech acquisitions from last Friday: Infillion's acquisition of Foursquare, adding location data to its ad tech stack, and Taboola's acquisition of Dianomi, targeting the finance vertical. Editor-in-Chief Allison Schiff provides rationale and potential synergies. The episode also covers the Warner Bros.-Paramount merger, now dubbed 'WarnerMount', as the major antitrust hurdle was resolved when California and 11 other states settled their lawsuit. Paramount had threatened to leave California, which pressured the settlement. A new legal challenge emerged but is seen as less formidable. The discussion highlights the strategic moves in ad tech consolidation and the significant regulatory scrutiny on major media mergers.

• Infillion acquired Foursquare, adding location data to its ad tech stack.
• Taboola made an offer to acquire ad network Dianomi to target the finance vertical.
• California and 11 other states settled an antitrust lawsuit against the Warner Bros.-Paramount merger.

Infillion Acquires Foursquare; McCann Merges FP7 & MullenLowe in MENA

This digest covers two major advertising industry developments. First, Infillion, an advertising technology company, has acquired Foursquare, the location data and technology platform. This acquisition will combine Infillion's ad delivery capabilities with Foursquare's location intelligence to enhance cross-channel advertising, particularly for CTV and in-store attribution. Second, McCann Worldgroup has merged its agencies FP7 McCann and MullenLowe in the MENA region to create a unified agency brand, McCann. This consolidation aims to streamline operations and enhance McCann's integrated marketing offerings across the Middle East and North Africa.

• Infillion acquires Foursquare, combining ad tech with location data and attribution.
• The acquisition of Foursquare is aimed at enhancing connected TV and cross-channel advertising capabilities.
• McCann Worldgroup merges FP7 McCann and MullenLowe in the MENA region.

Infillion Acquires Foursquare to Bolster Location Data

Infillion, a rapidly expanding ad tech company, has acquired Foursquare, a location intelligence firm, to enhance its omnichannel platform. The terms were not disclosed. Foursquare, known for its consumer app, pivoted to B2B location data covering over 100 million points of interest, serving clients like Apple Maps and Uber, and will operate as an independent brand. This deal follows Infillion's purchases of Catalina and MediaMath, reflecting its strategy to combine physical world data for better attribution. An opinion piece by Stewart Sullivan discusses the implications of ad tech consolidation on data provider neutrality, citing this acquisition and Publicis' agreement to acquire LiveRamp. Sullivan argues that neutrality must be demonstrated through transparent data boundaries and equal treatment, urging advertisers to plan for potential access changes and maintain alternative providers. He suggests basic foot traffic attribution should be standard, while advanced analytics remain paid.

• Infillion acquires Foursquare, adding location intelligence to its ad tech stack.
• Terms of the deal were not disclosed.
• Foursquare covers 100 million points of interest and will operate as an independent brand, selling data to competing platforms.

Jamie Oliver's Midlife Crisis Becomes Life360 Microdrama

Life360, the family safety app, has launched a comedy microdrama series titled 'Finding Jamie While He's Finding Himself' starring chef Jamie Oliver. The five-episode series, created by Baby Teeth and directed by Tom Kingsley, features Oliver exploring wellness rituals while showcasing Life360's features. The campaign aims to boost brand awareness and subscriptions through entertainment, blending Oliver's personal brand with product integration. The Olivers genuinely use Life360, adding authenticity. The series will distribute on Oliver's platforms and paid media in Anglo markets, timed for Life360's seasonal peak.

• Life360 launched a five-episode comedy microdrama series starring Jamie Oliver.
• The series was created by creative company Baby Teeth and directed by Tom Kingsley.
• The Olivers are real Life360 users, with the family dog wearing a pet tracker.

LIFE360 ANNOUNCES NEW PET CARE PRODUCTS SO NO ONE FORGETS FIDO THIS BACK-TO-SCHOOL SEASON

New Features and QR Code Collar Tag Help Ensure Everyone’s Favorite Family Member is Connected and Cared For On and Off the App