To satisfy regulators, YouTube officials are finalizing plans to end “targeted” advertisements on videos that kids are likely to watch.
To satisfy regulators, YouTube officials are finalizing plans to end “targeted” advertisements on videos that kids are likely to watch, according to three people familiar with the discussion. The move could immediately dent ad sales for the video giant — though not nearly as much as other proposals on the table.
Since targeted, or “behavioral” ads, rely on collecting information about the viewer, COPPA effectively bars companies from serving them to children under 13 without parental permission. These commercial messages that rely on mountains of digital data, such as web-browsing cookies, are integral to the business of Alphabet Inc.’s Google, YouTube’s owner.YouTube has long maintained that its primary site is not for children. But nursery rhymes and cartoon videosthe main site have billions of views.
in a July 1 call whether they would be content with YouTube disabling ads on these videos, Bloomberg News reported earlier.Right now, YouTube sells two different types of video ads, broadly speaking. One simply pairs the context of a video with a commercial message. A YouTube clip about basketball, for example, might have an ad from Adidas. The other type uses an array of digital signals.
It’s not clear how YouTube would deliver this targeting ban with the thousands of video channels with whom it splits ad sales. It’s also unclear how YouTube would define which videos are “directed at children” and which aren’t.
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