London-based kidtech company SuperAwesome has launched Awesome Content Targeting (ACT), a new cross-platform tool that gives kids app developers a safe way to monetize content. ACT also guarantees that ads are never attached to inappropriate material.
SuperAwesome currently reaches more than 300 million kids per month across mobile, web and online video using technology that ensures COPPA-compliant advertising and the anonymity of children online for brands like Cartoon Network, Hasbro, Lego, Spin Master and Nintendo.
Its new ACT tool will strengthen how its tech contextually understands how kids engage with different types of online content. By analyzing billions of individual pieces of kids content, SuperAwesome’s learning engine can now generate a deeper picture of the digital kids’ media landscape, thus offering safe new revenue streams for IP owners and more privacy-compliant engagement choices for advertisers.
The tech launch comes as digital advertising is increasingly influencing how kids and parents spend their dollars in the online space.
In a new report from SuperAwesome-owned kid-safe digital advertising and content platform TotallyAwesome, which tracked cross-platform media consumption and behavior of kids ages six to 14 across Asia-Pacific, more than half of parents say they bought an item their child wanted after he or she saw it online.
Online advertising also becomes more important as kids get older. Twenty-four percent of 12- to 14-year-olds, versus 17% of six- to eight-year-olds, claim to discover new toys through online ads, according to the same study.