It allows APAC advertisers to engage with under 18’s in brand safe environments at scale using programmatic technology.
TotallyAwesome has launched TotallyAwesome Programmatic Playground,which it claims to be “a world-first digital platform that allows APAC advertisers to engage with under 18’s in brand safe environments at scale using programmatic technology”.
According to the digital media network for GenZ and families, TotallyAwesome Programmatic Playground engages with its audience contextually via over 7,000 verified brand safe media inventory formats including apps, websites and games to deliver over 300 million monthly active online users under 18 across Asia Pacific. It does not collect any data or personal identifying information (PII).
Powered by TotallyAwesome’s Curation and Moderation Platform (CaMP cloud-based tool), TotallyAwesome Programmatic Playground has all its inventory vetted and qualified by human moderators including teenagers in the local language to guarantee brand safe and ad fraud free inventory.
The company also said that TotallyAwesome Programmatic Playground is compliant with both COPPA and GDPR data privacy guidelines and regulations, and is a member of the kidSAFE Seal Program. The company follows the most advanced Government regulations protecting kids’ data and privacy. A resident practising psychologist advises on what is age appropriate and consequently helps shape its products and develop bespoke research solutions.
Using a custom data filter that prevents PII-sensitive data from being collected and transferred in the bid request, TotallyAwesome Programmatic Playground leverages and optimises over 200 interest categories of Under 18s passion points to create sophisticated audience segments to responsibly engage with this hard-to-reach audience.