21 June 2022
Glance is reportedly in talks with carriers for bringing ads to lockscreens of Android smartphones sold in the United States. The report is coming from TechCrunch citing an anonymous source familiar with the development. It is aiming to deliver these ad-plagued lockscreens to a number of models, especially budget offerings.
For the uninitiated, Glance is a subsidiary of a well-known adtech brand InMobi. Its lockscreen platform delivers ads and engaging content right on a smartphone's lockscreen. These are personalized offerings so that the chances of a user engaging with them are on the higher side. Its content offering is spread across different categories like casual games, travel, fun facts, fitness, entertainment, sports, and current events.
It boasts a reach of over 400 million smartphones in Asia including the biggest smartphone market in the world i.e. India. The service is available on all leading OEMs like Samsung, Motorola, Xiaomi, Oppo, Vivo, and Realme. It is currently valued at a whopping $2 billion and has Google as one of its investors. The report claims that Glance will have a "premium offering for the U.S. where individuals have higher propensity to pay for digital services".
While Glance has preferred partnering directly with smartphone makers in Asia, it is going on a different route of teaming up with carriers in the U.S. This is probably because a significant number of American users prefer to buy their phones through carriers. It is reported that the actual release of Glance on phones in the country could happen as early as within the next two months.