You may not realize it, but your mobile phone — a quiet passenger in your car — can be watching how you drive.

That’s the idea behind Answer Marketplace, announced this week by insurance tech firm Answer Financial.

Founded in 1997, the Encino, California-based firm describes the Marketplace as the first telematics-based ad network, in this case for auto insurance. It utilizes anonymized data relayed from permission-based auto-related apps like family location app Life360, with which Answer has just announced a partnership, and Streetwise, an app that rewards good driving.

[Read the full article on MarTech Today.]

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