Precise TV at Kidsight '25: Why contextual advertising is essential for kids audiences

In September, Precise TV was invited to take part in KidSight ‘25, hosted by Giraffe Insights. Charlie Tiptaft, Sales Director for EMEA at Precise TV, presented alongside our long standing partners Generation Media and joined an engaging panel discussion exploring the future of kids media and digital engagement.

During the event Charlie discussed the challenges brands face in collecting and analysing data from under-18 audiences, a process that’s not only time-intensive but also comes with strict regulatory risks. He cited Yelp’s $450,000 COPPA fine as a reminder of why brands must approach YouTube advertising with compliance and care.

The panelists later shared their perspectives on advertising in the kids' space within their respective industries, highlighting both the challenges they’ve faced and the great successes they’ve achieved with the right strategy. A key takeaway from the discussion was a reminder from the experts that this audience evolves rapidly and that it’s important not to make assumptions about the broader group based on small samples!

See more highlights from the event on our socials.

We know there’s a lot to consider but don’t worry, we’ve got you covered with key learnings from the event and what you need to know going forward.

Key considerations for advertising to kids on YouTube:

• Changes in YouTube policy: Targeted ads are no longer permitted on content made for children. Creators must label their videos as “made for kids,” and YouTube uses automated systems to detect and categorize this content to meet COPPA (Children’s Online Privacy Protection Act) requirements.
  
  
• Restrictions on behavioral targeting: Ads that rely on tracking user behavior or keywords cannot be directed at children under 13 without explicit parental permission, making traditional targeted advertising approaches largely unavailable for this audience.
  
  
• Context over data: The safest way to advertise on children’s content is to contextually match ads with relevant content instead of personal user data. This strategy not only maintains regulatory compliance but also reduces potential risks to brand safety.

Smarter targeting powered by precise TV measurement solutions

Effective kids’ advertising starts with context. By understanding the content that truly resonates with your audience, you can build campaigns that connect, engage, and drive intent. That’s where our technology PACE (Precise Audience Content Evaluator) comes into play! Now integrated with our proprietary panel data from our kids and teen audiences aged 2-17, PACE enables Precise TV to assign probabilistic age ranges to billions of YouTube videos. This allows brands to target only the most relevant, age-appropriate and brand-safe content.

Events like KidSight emphasize the growing need for safe, innovative, and data-informed advertising strategies. We’re proud to be part of shaping the future of kids’ media and excited to see what comes next.

Get in touch to discover how these insights and our technology can help drive smarter, COPPA-compliant results for your brand.