Marketers are looking to target the 130 million children who have internet access
According to a recent research by PwC, the global market for child-friendly advertising is going to reach $1.7 billion by 2021. But this piece says that with more children accessing the internet, there is a need to cater to them while taking their privacy seriously.
Regulations like COPPA in U.S. and GDPR-K in Europe already restrict the collection and use of data of children aged 13 and under. While some tech companies provide access to child-centric audiences, start-ups which provide marketing solutions have an advantage in this space.
Superawesome, a child-centric ad agency, has been developing an ad-tech solution “built on zero data by design,” which targets by the context of the webpage rather than the individual profile. Despite being labour intensive, it ensures brand safety according to the head of the agency, Dylan Collins.
[3 minute read]