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The Gwen Stefani campaign ran on several apps, including Tango, the Silicon Valley-based messaging app. Tango earns money on ads within a user’s inbox, but it has adopted Swyft’s platform because the ads are in line with the way people already use Tango, says Richard Rabbat, vice president of Advertising and Platform at Tango. A year ago, Tango decided not to sell stickers, because asking users for money creates too much friction, he says. “Putting a payment gate in the way of communication is not the right experience we want to give to our users,” Rabbat says. Ergo, ad campaigns from Swyft.


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