Valued Partners,
We hope this message finds you well. As co-founders of Precise TV, we wanted to share our perspective on the recent legislative developments in the United States concerning online privacy, particularly the introduction of COPPA 2.0 and the Kids Online Safety Act (KOSA). These updates have the potential to significantly impact how brands and advertisers engage with younger audiences.
Key Points of the Legislation:
COPPA 2.0:
- Expands privacy protections to teens aged 13-16 (until their 17th birthday).
- Bans targeted advertising to minors under 17 without explicit consent.
- Introduces new tools like an "eraser button" for deleting children's data.
KOSA (Kids Online Safety Act):
- Establishes a duty of care for platforms to protect children from harmful content.
- Encourages platforms to activate the highest privacy settings by default for minors.
- Proposes the reduction or removal of autoplay and/or certain algorithmic discovery features
Precise TV is Ready for COPPA 2.0
Precise TV is fully prepared for COPPA 2.0. Since our inception, we have been COPPA 1.0 certified, and this robust foundation allows us to seamlessly comply with the new, stricter regulations. While there is no official certification for COPPA 2.0 yet, our commitment to safeguarding children’s privacy ensures that your campaigns remain compliant and effective in this evolving landscape.
Potential Advertiser Benefits from these Proposals
There are several key developments within COPPA 2.0 and KOSA that, if implemented, could greatly benefit advertisers targeting young audiences:
- Encouraging Purposeful Content Discovery
KOSA aims to reduce the influence of algorithmically driven content recommendations, which often prioritize popularity over relevance. We believe that enabling children to discover content naturally – based on their genuine interests – creates a more meaningful viewing experience. This shift away from algorithmic content delivery aligns with our values and can lead to a healthier, more engaged audience.
- Eliminating Autoplay for Authentic Engagement
Another proposed change under KOSA is the reduction or removal of autoplay features. Autoplay can inflate viewership metrics and can cause misleading ad impressions, as it doesn't always reflect active engagement – especially in kids content. By eliminating autoplay each ad impression is much closer to representing genuine interest. This is a significant advantage for advertisers seeking to reach an engaged audience, ultimately ensuring that your marketing dollars are spent more effectively.
Contextual Advertising is Privacy-first
These legislative shifts also reinforce the strength of contextual advertising, a strategy we’ve championed from the start. Contextual advertising ensures that your ads are delivered in a way that is relevant to the content being viewed, minimizing ad waste and maximizing impact. With new legislative potential to create a more discerning audience, the value of contextual targeting becomes even more pronounced, offering a premium, quality-focused environment for your brand.
Looking Ahead
While these bills have yet to be officially signed into law, we’ll continue to monitor important updates as they relate to your strategy. As champions of protecting privacy and reducing advertiser waste through superior advertising products, we are excited about the potential these changes bring and are committed to helping you navigate this new landscape.
As always, our team is here to support you in optimizing your campaigns to meet both regulatory requirements and your strategic goals.
Thank you for your continued trust in Precise TV. Together, we will continue to lead the way in creating a safer, more effective, and ethically sound digital advertising environment.
Sincerely,
Christian Dankl and Nadav Shmuel
Co-Founders, Precise TV
