How Facebook Showed Live Nation That Grindr Ads Sell Madonna Tickets

Atlas system revealed winning mobile tactic

CANNES, France—When you're selling Madonna tickets gay-dating app Grindr would seem like a good place to start, given the pop star's popularity within the LGBT community. That was Live Nation's thinking when promoting her upcoming Rebel Heart tour, and, as it turns out, the it was spot-on. 

The Beverly Hills, Calif.-based company today revealed that it bought ads on the mobile app, and they wound up being one of its biggest sales drivers. It's no small thing to measure the effect of mobile ads, but Live Nation credits its use of Facebook ad technology with helping uncover the connection.

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