Turner International inks deal to deliver ‘kid-safe ads’ to its digital properties

Turner International has inked a deal with SuperAwesome that will see ad inventory on websites for Cartoon Network, Boomerang and Cartoonito made available to UK advertisers exclusively through the digital media outlet’s ad platform.

The partnership will see SuperAwesome’s tech platform – dubbed digital kids marketplace – specifically vet ads to be “kid-safe”, and then deliver them to Cartoon Network and Boomerang sites, with the tech being made available to brands such as Hasbro, Lego, Disney and Warner Bros, etc.

SuperAwesome’s marketplace is a network of mobile and desktop content vetted (using both algorithms, as well as elements of human moderation) specifically for audiences aged beneath 13 years-old and reaches an aggregate audience of over 300 million “kids” each month across the globe.

The partnership will also see Turner utilise its new partner’s AwesomeAds ad server, a layer of ad tech that has been optimised to be fully compliant with data privacy regulations concerning audiences aged beneath 13 in both the US (where COPPA guidelines apply) as well as EU (where the GDPR regulations are about to come into force).

Andrew Mallandaine, director of ad sales at Turner, said: “Turner is committed to delivering engaging and safe experiences for young audiences. We’ve been impressed by SuperAwesome’s investment in technology and global teams, as well as their dedication to safety standards in the digital kids’ arena. Their platform is the industry standard for kid-safe advertising, and we’re delighted to be partnering with them to delivering the best online destinations for kids.”

Dylan Collins, SuperAwesome CEO, added: “We’re incredibly proud to welcome Turner on board as a partner in our content marketplace. Their portfolio of sites - Cartoon Network, Boomerang and Cartoonito - are amongst the most iconic kids’ IP in the world, and they provide an amazing opportunity for brands to creatively engage with kids”.

Turner joins the SuperAwesome marketplace just as kids’ brands are shifting significant investment into digital. Digital ad budgets in the kids’ market are growing at 40-to-50 per cent annually, according to stats quoted by the specialist platform, with the market predicted to be valued at over $3bn within the next five years.

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