WPP Forms Pact With 'Kid Tech' Platform SuperAwesome

Global privacy laws are putting pressure on how brands advertise to kids

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As content consumption surges during the pandemic, WPP has struck a global partnership with SuperAwesome, a self-proclaimed kid-tech platform, to help advertise to children in a more privacy-compliant way.

The agreement means that all agencies within the WPP holding group (as well as their clients) have access to SuperAwesome’s tools, including a software platform that reviews ads to make sure they’re child-appropriate, plus ensures that no data is captured when those ads are served.

The pact comes as digital advertising faces increasing

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