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Coming soon to a carrier phone near you: Lock Screen Ads

in great shape , The advertising copy of Glance promises “authentic engagement” with its lock screen billboards.

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Android smartphones can be a rough market, and in an effort to squeeze as much profit as possible out of a phone, carriers often sell every square inch of the phone to the highest bidder. Packed-in, often un-installable crapware apps fill up your app drawer and advertise their services. The rules for pack-in apps are much shorter than for Play Store apps, so data-hungry companies like Facebook often pay for a location where they can more easily collect data.

According to a report from TechCrunch, a new startup is inventing a new, more aggressive form of crapware: lock screen ads. The company, “Glance,” is a subsidiary of Indian ad tech company InMobi, and TechCrunch reports that the lock screen “content” company “plans to launch its lock screen platform on Android smartphones in the US within two months”. “

Glance’s app is a full-screen takeover of the lock screen. It looks like a typical swipe-heavy social network, such as TikTok or Snapchat Discover, but it only shows content from Glances. Imagine that every time you turn on your phone, you are presented with an auto-playing video from a popular off-brand TikTok for the first time, and you get the idea. The company’s website promises “unique reach” and “authentic engagement” with its captive audience. “Consumers will move from looking for content to consuming what is shown to them,” Naveen Tiwari, Founder and CEO, InMobi, elaborated his company’s strategy to Forbes India.

As a preinstalled app, Glance can collect a lot of data.
in great shape , As a preinstalled app, Glance can collect a lot of data.

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Of course, all this is just one big advertising vector. The third major navigation link on the company’s website is “Advertiser”, where the business page promises “a friction-free campaign” on “Screen Zero” – the first screen users see when they turn on their phones. A quick browse through that “business” page reveals that it’s really hard to identify which is peek content and not paid content. It could all be paid stuff. The advertiser page shows a series of “success stories” such as a cryptocurrency quiz game promoted by a crypto app that “educated” users on cryptocurrency and promoted sales. Question #1 in Glance’s demo video: “Which of these assets delivered higher returns in 2020: Bitcoin, or Gold?” (Bitcoin is down 65 percent since the video’s November 2021 date.)

Glance also promises that it can provide advertisers with a ton of personal data for targeting and tracking. It lists the demographics, their location, the interests they’ve selected in the app, what language they’re using, and the phone model. Google is actually an investor in Glance. Glimpse lists Vivo, Motorola, Xiaomi, Oppo, Realme and Samsung as partners and says that, in India, the company has “> 80% penetration on all new smartphones.”

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