OpenX has launched a Child-Safe Marketplace designed to provide a vetted, programmatic path for child-directed CTV inventory. The platform utilizes PRIVO auditing and technical blocks to ensure compliance with COPPA and other privacy regulations.
This launch addresses a critical bottleneck where brands previously avoided programmatic kids' inventory due to fragmented state laws and the high risk of COPPA violations. By shifting from a 'trust me' model to technical enforcement, OpenX enables publishers to monetize family content more efficiently than through manual direct deals. Within the broader ecosystem, this move signals a shift toward specialized, high-compliance supply paths as regulators increase scrutiny on minor-directed data. Watch for whether other major SSPs adopt similar third-party auditing frameworks to compete for family-brand budgets as the KIDS Act moves through the legislative process.
OpenX has launched a child-safe marketplace designed to facilitate programmatic advertising on kids' CTV content. By integrating PRIVO auditing and technical blocks, the platform ensures compliance with COPPA and privacy regulations. This move allows publishers to monetize family-oriented inventory securely, reducing the risks associated with fragmented state laws and data privacy.
It is a programmatic advertising platform specifically designed for child-directed CTV inventory, focusing on privacy compliance and secure supply chain auditing.
The platform uses PRIVO, an FTC-approved COPPA Safe Harbor, to provide independent auditing of the supply chain and implements technical blocks to prevent targeted advertising.
It addresses the bottleneck where brands avoided programmatic kids' inventory due to high risks of COPPA violations and the complexities of varying state-level privacy laws.
Yes, the infrastructure is designed to adapt to evolving regulations, including the KIDS Act proposal which seeks to extend privacy protections to minors under 18.
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