“Think of FitAd as data light,” Greenberg told MobiHealthNews in an interview. “We are not looking to compile anything. We are not storing any data. We’re more interested in real-time. Opening up [a fitness or health] app sends a low tech signal that you are starting an activity. Based on which app it is, we know what you are going to do. If you just started up a running app, you are starting a run. If you are in a health app, you’re probably looking to track something.”
Greenberg said there are other moments that are good opportunities for brands to reach health app users. When an app user achieves a personal best time or completes their weekly or monthly goal, the congratulations message in the app could be from a sponsor. Those kinds of ads don’t require FitAd or a brand to collect data on the end user.
“If we ever ran an ad while you were already on a run, you would stop that app, uninstall it and never want to use it again,” Greenberg said. “We are trying to do two things: Be very mindful of the user experience and not to ruin that. And, two, we are trying to capture as little data as possible by being intelligent about the breaks, the starts, the stops that happen when you use an app.”
Convincing app developers that these kinds of ads won’t ruin the user experience will be key to FitAd’s success, as will its ability to work with brands to craft ads that work while not driving app users away. FitAd already counts a few brands as customers.