Ad Buyers Press for CTV Transparency as Alcohol and Casino Ads Found on Children's Shows

Research from GumGum coincides with mounting buyer pressure

Ahead of the upfront season, buyers are still grappling with a lack of transparency around what they are buying in connected TV environments. It’s a problem further exacerbated by new research on ads in kids’ content.

During the broadcast of an animal cartoon film, there was an ad for a wine company. In another break, a casino was advertised. In the same movie, ads for a testosterone-boosting supplement aired.

These examples are not random occurrences. Research from contextual ad-tech firm GumGum found that 20% of all ad breaks in a sample of over 100 kids shows—a fraction of the CTV universe—contained at least one ad inappropriate for children, in accordance with the Federal Trade Commission’s rules, regulations and recommendations. Not



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