Food and nutrition tracking app MyFitnessPal is launching an ads business.
The app has 5.7 million monthly active users and aims to build a health and wellness-focused media network across its platform and adjacent properties, like blogs and email newsletters.
The company has long sold display ads through the open exchange, but spent the past year revamping its offering to add formats through a new managed-service program. Formats include native display, video and interstitial ads, plus placements across email newsletters, blogs and social platforms.
MyFitnessPal is one of dozens of companies across industries building ad businesses on top of their first-party data, expanding retail media to include commerce, travel, and financial media networks.
