YouTube to put a stop to “targeted” ads on videos directed towards children

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 21, 2019, 7:49 AM UTC

The changes come after a settlement with FTC on Children’s Online Privacy Act (COPPA) violations.

Video-streaming website YouTube said that it will put an end to “targeted” advertisements on videos that are aimed at children. This piece says it is unclear if the changes came as a result of the FTC settlement, whose terms remain undisclosed.

Loup Ventures, a research firm, said that YouTube’s one-year revenue from children’s media is estimated between $500 million and $750 million. Removing back targeted ads would impact that revenue but Google’s contextual ads should be able to compensate for the loss of revenue, said Dough Clinton, an analyst at Loup Ventures.

It is not clear how YouTube would deliver this targeting ban with a large number of video channels with whom it shares ad sales. It is also uncertain how YouTube would determine which videos are “directed” at children.

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