Funding in promoting for kids is rising, however tight rules imply that many demand-side platforms, together with The Commerce Desk and Yahoo, shrink back from transacting on kids’s stock. Consequently, some kids-focused publishers, akin to HappyKids, are dropping out on potential revenues of a whole bunch of hundreds of thousands of {dollars} yearly.
In line with December knowledge by promoting intelligence platform MediaRadar, advert investments in kids’s content material and programming elevated by 50% in 2022 within the U.S., reaching $1.6 billion.
The business’s second-largest programmatic bidder The Commerce Desk doesn’t settle for bids on child-directed stock, throughout numerous channels, together with streaming and digital video, “based mostly on a mature understanding of COPPA (Youngsters’s On-line Privateness Safety Act),” the corporate advised Adweek.
“That is disappointing as CTV demand can generally run towards inappropriate and unsuitable content material resulting from lax phrases of service and stock vetting,” mentioned Vikrant Mathur, co-founder of HappyKids, an advertising-based video-on-demand children and family-themed channel.
“That is disappointing as CTV demand can generally run towards inappropriate and unsuitable content material resulting from lax phrases of service and stock vetting,” mentioned Vikrant Mathur, co-founder of HappyKids, an advertising-based video-on-demand children and family-themed channel.
