COPPA turns 20: How it has impacted data privacy law for children

The pioneering law protecting children’s activity online, COPPA, is 20 years old this week.

 The occasion is being marked by events taking place on Capitol Hill this week and at Georgetown University next week, where the original author of the landmark legislation, Sen. Ed Markey (District of Massachusetts), and industry participants are discussing the law’s impact and where to take it next.

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SuperAwesome announces the first kid-safe OTT marketplace, reaching 25M kids in the US

As linear TV viewing continues to decline, OTT (over-the-top, the catch-all term for content providers that distribute streaming media directly to viewers over the internet) has become an increasingly popular option for brands seeking to reach kids around the same content and viewing habits.

The trend towards digital spend on OTT is a result of new players, new content and new platforms, all broadening the market and increasing the network of viewers. Brands accustomed to buying linear TV for reach can now use OTT to seamlessly translate their dollars to digital.

Our OTT marketplace has the largest digital TV reach in the US dedicated to the kids audience, reaching hundreds of OTT apps and content to enable kid-safe, COPPA-compliant advertising. Major partners include FutureToday, XUMO, KetchupTV, ToonGoggles, Ameba and KidsClick, with premium content consisting of nursery rhymes, kids favourites, classic shows and also popular gaming and unboxing channels.

Our expansion into OTT content enables the diversification of reach beyond desktop, mobile and tablet, broadening accessibility to smart televisions – and there are lots of ways in which this can help campaigns.

Advertising campaigns across the OTT marketplace see high engagement and dwell times, reflecting the connected behaviors of the new era of content watchers. Additionally, advertisers utilizing OTT are not restricted to video formats, but are afforded the ability to engage with their audience through interactive elements and bespoke sponsorships.

SuperAwesome COO Kate O’Loughlin stated: “The kids media landscape is being fundamentally reshaped with more and more digital content replacing traditional TV viewing. OTT is a key part of our continual investment in providing the kid-safe digital engagement platform of choice for every major kids brand and agency.

A 2017 report by PWC predicted a move towards marketplace-centric advertising in the kids sector, away from publisher-centric advertising, allowing brands to find their audience across a disparate set of inventory.

If you’re interested in hearing about our OTT marketplace, get in touch.

Announcing our kid-safe alternative to YouTube’s video player for kids and family publishers

Social plugins are one of the biggest unintentional harvesters of children’s personal data. Every time a child loads a web page or app which has a social widget, it’s gathering vast amounts of personal information about their activity. YouTube’s video player is one of the biggest examples of this.

Lacking any real kidtech alternative, YouTube is the default embedded video player used by family and kids publishers and brands – but the data it collects on its under-13 users is now being viewed as a violation of COPPA. A coalition of over 20 child advocacy, consumer and privacy groups recently filed a complaint with the FTC accusing YouTube of enabling the collection of personal data on millions of children across the US.

Today we’ve announced a solution to this problem: a fully kid-safe (COPPA and GDPR-K compliant) embeddable social video player.

Already delivering millions of video views, our embeddable video player is part of the PopJam Connect platform, which also provides tools for kid-safe social engagement for content owners and brands.

The player integrates PopJam’s award-winning kid-safe social features, enabling children to safely engage with content. It can be customised by the publisher, with a self-serve dashboard to create, schedule and report on video and social content, and to organise video playlists. It also features optional kid-safe monetisation options.

Our CTO Joshua Wohle, said “There are over 170,000 children going online for the first time every day and the kidtech ecosystem is growing equally quickly to make the broader internet compatible with this new audience. Publishers have been starved for kid-safe social and video options that are designed for the under-13 audience.”

To find out more about how we can deliver kid-safe video content on your platform, please contact us.

Announcing our new COO for North America!

Kate O'LoughlinAs our US business continues to rapidly scale (as well as our NYC head office, we have a presence in LA, SF and Chicago), we’ve been looking for the right leader to take it to the next level. We’re very pleased to announce that Kate O’Loughlin has joined us as our COO for North America. Kate was most recently Senior Vice President (Media) and General Manager at Tapad (acquired by Telenor for $360M). Prior to that she was Product Director at MediaMath.
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How Awesome Content Targeting creates a contextual map of kids content (VIDEO)

Last month, we revealed Awesome Content Targeting (ACT), the latest generation of our content analysis engine. It caused a bit of a stir. ACT uses a range of machine learning techniques to build a deep, contextual understanding of the universe of kids content beyond anything that’s been available before.

The technology is complex but the concept is simple: to explain the real power of ACT, here’s a presentation which Chris Williams (our Product Manager for AwesomeAds) gave at our European Upfront presentation a couple of weeks ago.

So, grab a coffee and take a few minutes to look behind the scenes of SuperAwesome’s unique technology:

Was 2016 really “the worst year ever”? Kids give their opinions

To say that 2016 was a memorable year for the majority of the adult world may be an understatement. Many breathed a sigh of relief as this new year began – but how much did the apocalyptic media coverage of 2016 really affect centennials? We spoke to over 800 8-18 year olds from the US and the UK, to find out what stood out to them from the last year – and whether it was really that bad after all.

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