Glance, a company specializing in mobile advertising, will soon launch its advertising lock screen platform for Android smartphones in the United States.
Will we soon need to install an ad blocker to keep a clean lock screen on Android? It is not impossible. Glance, a Google-backed mobile advertising unicorn (and a subsidiary of Indian adtech giant InMobi), plans to launch its lock screen advertising platform in the United States within the next two months. Android smartphones.
The service, already used on nearly 400 million devices in Asia, can display on the lock screen of smartphones, news, media content, as well as games. All content displayed by Glance on device lock screens is personalized to users’ interests with the aim of driving more engagement. This system, already used by many resellers, has allowed them to diversify their sources of income, especially since the application is natively pre-installed on the devices.
According to TechCrunch, the start-up would be engaged with several American mobile operators to integrate its solution on several models of entry-level smartphones. Unlike what it offers in the Asian market, Glance would prepare a Premium offer for the United States, where users are more inclined to put their hands on the wallet to access online services.
Diluted advertising in the middle of the content
The Glance platform could pose as an effective response to Apple’s announcements, which intends to offer a dynamic lock screen in iOS 16. In addition, the service updates the content in real time, allows you to scroll through the various elements displayed on the screen without unlocking the device. A great way to keep users captive. Only downside, Glance is not content only to display content supposed to interest the user: the lock screen also distills advertising.
If nothing is officially recorded for the time being, the arrival of such a large-scale system on entry-level and mid-range smartphones could prove to be highly detrimental for users. These terminals at contained prices generally meet with great success.
To take full advantage of their smartphone, users with a device invaded by advertising will have no choice but to install an alternative ROM devoid of advertising to hope for a little peace of mind. Unless it is possible, as with smartphones from the Chinese manufacturer Xiaomi, to disable the display of certain unwanted advertisements on the device.
Source :
Gizmodo