If you said to yourself, “there are no new ways advertisers could reach me with their messaging,” sorry, you are very wrong. 

The latest way brands are targeting consumers is your phone’s lock screen, which has become extremely valuable real estate in the tech world.  

Let’s start with Apple. According to a report in The Verge, Apple is giving users much more control over their lock screen. They have showcased how advertisers can use your lock screen to put information, apps, and even ads on.  There are even lock screen content companies, and one of them is reportedly discussing with American carriers ways to launch on Android phones later this summer. 

In the not-so-distant future, messaging of some sort could be the first thing you see when you turn on your phone before you unlock it. 

Glance is the name of the company at the forefront of this technology. It is a subsidiary of InMobi, a company from India that has been referred to as that country’s first unicorn startup. Google has invested in the company.  Glance is essentially a dynamic lock screen that will show news headlines, videos, and other content, including advertisements. 

One way a user would be able to bypass the content is by unlocking the phone.  Glance is not available in the United States, but that will change soon.  The reaction of tech enthusiasts and reviews who have seen this new technology has been mixed but far from glowing. 

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