Content creators on YouTube are required to classify their content as “made for kids” and Google uses algorithms to automatically identify kids-content on YouTube to comply with COPPA (Children’s Online Privacy Protection Act) regulations.
Targeted ads, or behavioral, keyword based ads, rely on the collection and use of information about the viewer, and COPPA effectively bars companies from using this approach when it comes to children under 13 without express parental permission.
The only way to run advertising campaigns on kids’ content on YouTube starting is using a contextual targeting strategy, which will also help mitigate any brand safety risks on the platform.
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