Rubicon Project and SuperAwesome pair to bring programmatic advertising to the under-13 segment

SuperAwesome and Rubicon Project are bringing automation to advertisers for the under-13 age bracket

Rubicon Project and SuperAwesome have paired to launch REX, an automated video ad exchange that lets brands advertise their wares with an under-13 age group in a way that is compliant with U.S. regulations.

The pair claim the offering is the “world’s first and only certified COPPA-compliant automated exchange for video advertising”, with the platform able to serve ads across desktop and mobile screens in real-time.

The compliance requirements of COPPA (in the US) and GDPR (in the EU) legally require content owners and advertisers active in the space to only use platforms which do not utilise profile or cookie-based targeting.

REX is compliant with COPPA regulations, as it effectively strips away any targeting or tracking software that authorities do not permit to be used in commercial messaging to those aged under 13 years old, with SuperAwesome then identifying a relevant user base for advertisers using automated systems, and serving the ads to said audience segment. This includes using SuperAwesome’s content review procedure – indicated by its ‘SAFE AD’ watermark (see graphic at bottom of page).

Advertisers and content providers including Disney, Turner, Hasbro and Lego have all used the kids marketing platform, in the hope of engaging with the highly regulated under-13 age group, which is abandoning more orthodox methods of media consumption, such as linear TV, in record numbers.

Analysts forecast the kids’ digital ad market to hit $3.5bn by 2018, although the U.S. regulatory regime has historically meant the majority of campaigns aimed at the under-13 audience have been performed on a direct-deal basis.

Dylan Collins, chief executive officer of SuperAwesome, said: “REX continues SuperAwesome’s mission of building the tools and platform to grow the kids’ digital media ecosystem. We’re delighted to work with a technology leader like Rubicon Project to launch REX, as it highlights the increasing importance of the kids digital media market and how seriously it’s being taken by both the advertising and technology communities.”

Harry Patz Jr., Rubicon Project's chief revenue officer, underlined the growing influence of the under-13 age group when it comes to consumer spend, adding that bringing automation to campaigns aimed at influencing this bracket brings operational efficiencies.

He said: “Working with a leader like SuperAwesome to bring the power of automation to COPPA-compliant advertising, REX truly sets the industry standard for advertisers around the world to get their message in front of this segment in an automated fashion. We look forward to offering SuperAwesome's inventory exclusively to the thousands of quality buyers we have on our platform.”

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