YouTube to discontinue personalised ads on children’s content “starting in about four months”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 05, 2019, 11:48 AM UTC

Marketers using ad targeting to reach young users should rethink strategies.

YouTube will implement new measures to limit data collection on children’s content and regulate advertisers’ capacity to target young viewers through them. The platform will stop serving personalised ads on kids’ content and disable comments and notifications on such content.

These changes will impact advertisers as they won’t have access to the same amount of data. Creators will have to inform YouTube when their content falls under the children’s category. Alongside, YouTube will use machine learning to identify videos that emphasise kids’ characters, toys or games.

The change is expected to roll out in four months, giving marketers time to alter their strategies. YouTube is also disbursing a funding of $100 million over three years “dedicated to the creation of thoughtful, original children’s content”.

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