Jalal Nasir, CEO of Pixalate, delivered a keynote at ATS London 2022 on how today’s online advertising ecosystem poses risks to children’s privacy. Watch the full presentation in the video and read the recap with the highlights from the speech.
Introduction to the children’s privacy in mobile apps
Even though SSPs and DSPs may not precisely offer targeting children under 13 for advertisers, due to not paying sufficient attention to who are actual app’s or website’s users, your ads may be served to COPPA-protected audiences.
It’s not only an ethical concern but also ad spend wasted on users who are not interested in your products and services.
There are two primary children’s privacy protection laws: COPPA in the USA and Age Appropriate Design in the UK.
Both require advertisers to obtain a parent’s consent before collecting data about children under 13.
Two aspects of starting improving children’s privacy protection online
Both Apple and Google failed to appropriately categorize 5MM+ apps in their stores, leaving it to the publishers to self-declare.
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”