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<ul><li>Responding to ongoing shifts in children’s online consumption patterns, WPP has partnered with kidtech platform <keyword id="9304901" type="UNKNOWN" weightage="20" keywordseo="superawesome">SuperAwesome</keyword> to build a safe environment for kids.</li><li>WPP agencies and clients will have access to the kidtech team at SuperAwesome and its kid-safe engagement platform and insights tools. </li></ul><br />WPP and kidtech platform SuperAwesome have joined hands to advance the standards of privacy for children in the global digital ecosystem.<br /><br />With children making up 40% of all new internet users<a href="https://outlook.office365.com/mail/inbox/id/AAMkADYyMTE1YTBhLWJlNmYtNDM4MC04YzQ0LTEzOTFhMjkyMTljYgBGAAAAAACq2nRhUlwsT5kHXGlkGzvFBwBdjkNP0fZsS4PkBSqXfg9yAAAAAAEMAABdjkNP0fZsS4PkBSqXfg9yAAE1nDpdAAA%3D#_ftn1" target="_blank">[1]</a>, the partnership seeks to address the imbalances of today’s internet infrastructure, which was designed for adults. The collaboration will further support brands on how to engage responsibly and in compliance with new global privacy laws passed by regulators – including COPPA (US), CCPA (California), GDPR-K (Europe) and Age Appropriate Design Code (UK) – which have been specifically designed to protect children online and ensure that only zero-data technology is used for digital engagement.<br /><br />WPP agencies and clients will have access to the world-leading kidtech team at SuperAwesome and its kid-safe engagement platform and insights tools, including the company’s highly regarded KidAware certification programme that ensures online engagement complies with the latest privacy legislation and advertising standards. The partnership builds on existing controls GroupM has helped to establish that excludes or minimises the risk of exposure to unsuitable content for children in social media.<br /><br />Children’s extensive use of technology is continuing to play a more important role in families, the channels they choose to engage with and the decisions they make. With almost half the world’s children now at home during the coronavirus pandemic and spending 50% more time on screens<a href="https://outlook.office365.com/mail/inbox/id/AAMkADYyMTE1YTBhLWJlNmYtNDM4MC04YzQ0LTEzOTFhMjkyMTljYgBGAAAAAACq2nRhUlwsT5kHXGlkGzvFBwBdjkNP0fZsS4PkBSqXfg9yAAAAAAEMAABdjkNP0fZsS4PkBSqXfg9yAAE1nDpdAAA%3D#_ftn2" target="_blank">[2]</a>, the need for safe and trusted digital experiences has never been more important.<br /><br /><keyword id="570483" type="PERSON" weightage="20" keywordseo="Mark-Read">Mark Read</keyword>, CEO of WPP, said, “We’re already seeing big changes in family life as a result of the coronavirus pandemic and how we all interact with technology. WPP’s partnership with SuperAwesome is part of our commitment to ensure children’s safety while engaging with content online. It sets the first benchmark for digital privacy for children and provides our clients with access to industry-leading strategies and the latest privacy-by-design technology for the under-16 digital media space.”<br /><br /><keyword id="5592014" type="PERSON" weightage="20" keywordseo="Dylan-Collins">Dylan Collins</keyword>, CEO of SuperAwesome, said, “Kids’ opinions are increasingly important in the family and for society. Retail, personal care, entertainment and brands in many other verticals understand the influence youth have on their businesses, but have been struggling to understand how to engage responsibly and compliantly. It’s a business imperative to evolve how we interact with and support the under-16 audiences, especially as their digital consumption patterns will be forever changed by their COVID-19 experiences. We are proud to be working with WPP and their clients to proactively lead best practices for kid-safe digital engagement everywhere.”

WPP and KidTech platform SuperAwesome partner to ensure privacy and safety for kids and families within online advertising

<p><strong><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Chung Sung-Jun/Getty Images</span></p></div><p></p></div></div></strong></p><ul class="summary-list"><li><strong><a href="https://www.businessinsider.com/category/google" target="_blank" rel="noopener">Google</a> came to a $170 million settlement with US regulators over allegations that YouTube collected the data of children under the age of 13 without their parents' consent, violating COPPA privacy laws.<br /></strong></li><li><strong>The $170 million figure looks like a pitiful number, especially when compared to the billions Google has been fined by European regulators, but experts argue it's a significant step forward.</strong></li><li><strong>Dylan Collins, CEO of privacy-focused kids' firm SuperAwesome, said the settlement finally shows US regulators and Silicon Valley are addressing a major issue - that most of their services were designed for adults and can't just be tweaked for kids.</strong></li><li><strong>Collins predicts that the internet will split in two, with Silicon Valley needing to build out an entirely new internet infrastructure that has kids in mind rather than simply filtering their existing services.</strong></li><li><strong><a href="https://www.businessinsider.com/">Visit Business Insider's homepage for more stories</a>.</strong></li></ul><p>Google's $170 million settlement with FTC regulators may look like a pittance but, critics say, it's a significant step forward in making the internet a safer place for kids.</p><p>Google <a href="https://www.businessinsider.com/youtube-google-ftc-settlement-child-privacy-law-coppa-2019-9?r=US&amp;IR=T">agreed the settlement with the US regulator and the New York Attorney General</a> over allegations it had collected the data of children under the age of 13 without their parents' consent through YouTube. That is illegal under US internet laws that protect the privacy of children, known as COPPA.</p><p>The fine is just a fraction of the vast figures that European regulators have fined Google. Over the last few years, Europe has fined Google $9.3 billion for various antitrust violations - although Google is appealing those fines. Google previously paid the FTC $22.5 million in 2012 for its use of cookies on Apple's Safari browser.</p><p><strong>Read more: </strong><a href="https://www.businessinsider.com/youtube-google-ftc-settlement-child-privacy-law-coppa-2019-9?r=US&amp;IR=T"><em>Google will pay $170 million to settle allegations that YouTube illegally collected kids' data without their parents consent</em></a></p><p>Tiny though those settlements are, critics say it's a significant marker that both US regulators and major tech firms are finally taking kids' privacy online seriously.</p><p>Dylan Collins, chief executive of privacy-focused kids' technology platform SuperAwesome, told Business Insider: "You could argue about the size of the fine, but finally Silicon Valley is acknowledging that there are children on general audience platforms and they'll do something about it."</p><p><a href="http://kidscreen.com/2019/06/11/more-than-40-of-new-global-internet-users-are-kids/">Citing PwC data</a>, Collins said that children represented 40% of new internet users globally last year. "Yet it's only in 2019 that Silicon Valley is acknowledging that yes, maybe children are out there. Ultimately the announcement reflects how the average user profile of the internet has radically changed."</p><p>Collins added that Google deserved some credit for investing in the creation of a separate kids' version of YouTube.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.youtubekids.com">YouTube Kids</a></span></p><p class="caption">The YouTube Kids site, which shows content more appropriate to a younger audience.</p></div><p></p></div></div></p><p>The YouTube Kids app launched in 2015, partly as a response to worries about ad targeting and underage users accessing inappropriate content through the main YouTube service. The YouTube Kids site launched last month. <a href="https://support.google.com/youtube/answer/6168681?hl=en-GB">Google says these do feature ads</a>, but advertisers are not allowed to target by interest nor can they track users.</p><p>Collins said: "For all the criticism YouTube has come under in terms of ignoring kids, they have probably put, outside of us, more investment into kid-tech with the YouTube Kids app than anyone else. Hopefully YouTube Kids is a reflection of more resources allocated."</p><p>He predicted that, within the next five year, major US tech firms would completely rebuild their infrastructure to create a kind of walled-off, kid-friendly internet that mimics the depth and sophistication of the current internet.</p><p>"We're in this transition between the underlying delivery technology of the internet just being designed for adults to, about five years for now, where it will have two modes of operation, one for adults and one for kids - all seamless and behind the scenes. The transition point is YouTube rolling out YT Kids."</p><p>SuperAwesome is working on its own solution, KidSwitch, which signals that an online user may be younger than 13. SuperAwesome says it looks at the way a user interacts with a site or app through gestures, typing, and the way they look at content to detect whether they're likely to be a younger user. The firm says it's trialing this tech with partners and says it's an alternative to "age-gating", a loose measure used by Snapchat, Instagram, YouTube and other services to prevent under-13s from signing up. That system is reasonably easily spoofed.</p><p>Collins added: "The long-term view is you've got to keep the same richness of experience for kids in a kids' version. Otherwise, they'll... use the regular adult version."</p><p class="tagline">Get the latest Google stock price<a href="http://markets.businessinsider.com/stock/GOOG-Quote"> here.</a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/steve-jobs-12-million-dollar-failure-saved-apple-next-2019-8">Steve Jobs left Apple to start a new computer company. His $12-million failure saved Apple.</a></h3>        <div>                    </div>    </div>

Google's $170 million FTC settlement looks tiny, but the deal signals Silicon Valley's urgent kids' problem

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><ul><li><strong>The UK tech startup SuperAwesome is trying to build an ecosystem for brands to target kids on the web while avoiding privacy pitfalls.</strong></li><li><strong>The company sees an opportunity given falling TV ratings and YouTube's stumbles.</strong></li><li><strong>But kids' marketers are generally conservative and GDPR could make them more skittish.</strong></li></ul><p>Kids love digital media. Kids' marketers, not so much.</p><p><a href="https://www.ftc.gov/tips-advice/business-center/privacy-and-security/children%27s-privacy">US regulators enforce strict limits on the kind of advertising brands can do online</a> (no targeting, no data capture), and the sweeping European privacy law known as <a href="http://www.businessinsider.com/what-is-gdpr-regulation-explained-2018-4">GDPR</a>, which just went into effect, is leading several countries to effectively raise the age limit for marketing to kids online.</p><p>Throw in YouTube's recent stumbles with its own kids' product (some not-safe-for-kids videos recently ended up on the app), and digital media is seen as radioactive for many brands.</p><p>But UK startup <a href="https://www.superawesome.tv/">SuperAwesome,</a> which last year raised $21 million in a Series B funding round, says it has a much safer way for Barbie, My Little Pony, and other iconic toys to reach children through digital channels.</p><p>The company has built a platform it calls "kids tech," which essentially does the opposite of what most ad tech does. For example, SuperAwesome lets marketers run ads on kids' games and websites without collecting any data or using sophisticated targeting.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>And now the startup is rolling out an app-development platform dubbed Kids Web Services, through which developers will be able to create kid-friendly apps and games that comply with <a href="https://blog.superawesome.tv/category/gdpr-k/">GDPR</a> and COPPA (the US regulation Children's Online Privacy Act), CEO Dylan Collins says.</p><p>Besides providing a means for developers to make kids' apps that follow all the unique children's-privacy rules, Kids Web Services will also enable them to build in children-safe functionality, such as timers aimed at limiting kids' screen time, Collins says.</p><p>It won't be easy to persuade big brands to advertise on these apps, given how conservative kids' marketers are. Despite the obvious shifts in media consumption among younger consumers, ad spending aimed at children is still primarily locked up in TV.</p><p>Many ad buyers with whom Business Insider spoke say their kids' clients were exceedingly reluctant to try anything digital. And most had not heard of SuperAwesome.</p><h2>Kids' <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> is strangely stuck in the past</h2><p>Advertisers spent $800 million on children's TV as recently as 2017, but digital ad spending numbers are hard to come by and thought to be tiny.</p><p>Because of the privacy restrictions on the web and the general fear of missteps, "Kids' marketers' position is generally 'We've got to be careful,'" says Dona Fraser, president of the Children's Advertising Review Unit, which oversees kids' ads. "They've sort of felt, like, when it comes to digital, 'We just can't do anything at all.'"</p><p>That's in spite of kids'-TV ratings recently falling off a cliff, as <a href="https://www.bloomberg.com/news/articles/2018-04-25/netflix-loving-tykes-tune-out-nickelodeon-in-kid-tv-s-worst-year">Bloomberg reports</a>.</p><p>Tom Horner, president of Beacon Media Ratings, which specializes in children's ad buying, says when it comes to live commercial TV viewing, kids'-TV networks have seen "a pretty significant drop in ratings."</p><p>And outside of Netflix, kids are watching a lot of on-demand TV, which Nielsen struggles to track, Horner says.</p><h2>Kids love YouTube, even if they're not supposed to</h2><p>If anyone is succeeding with kids' advertising outside of entrenched TV leaders Nickelodeon, Cartoon Network, and Disney, it's Google's YouTube, where millions of kids congregate.</p><p>But YouTube is officially for people age 13 and over, so to capitalize on the children's market, in 2015, Google rolled out YouTube Kids, which aimed to be a curated hub just for children. <a href="http://www.businessinsider.com/youtube-is-making-a-play-for-nickelodeons-lunch-money-2017-8">About a year ago that app was pulling in its first ad commitments from brands like Mattel</a>.</p><p>Then, late last year, <a href="https://www.nytimes.com/2017/11/04/business/media/youtube-kids-paw-patrol.html">The New York Times uncovered that some non-kid-friendly videos - including conspiracy fare - were finding their way on to YouTube Kids.</a></p><p>Soon after, <a href="https://www.buzzfeed.com/daveyalba/youtube-search-rater-algorithms-children-disturbing-videos?utm_term=.peAg8PqQq3#.toVbKZkgkx">lots of creepy, kids-in-peril videos were found on the main YouTube site</a>, forcing YouTube to kick several creators off the platform.</p><p>That's only increased skittishness among kids' brands. Now there's GDPR, which is all about protecting people's privacy online by requiring publishers and advertisers to get their consent to be tracked and targeted.</p><p>Kids can't give their consent to be tracked on the web until they reach a certain age, and different countries are setting different standards - 13 in the UK and 16 in Germany, Collins says.</p><p>"GDPR makes kids' marketing online extremely challenging," Fraser says. "There is just a lack of overall guidance in how the law will work."</p><p>So kids' marketing "is the last industry making the shift to digital," Collins adds. "Really, the internet was never, ever built for kids in the first place. It has inherited a children problem, even if its entire business model is data and adults. So you're sort of damned if you do, damned if you don't."</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>"Silicon Valley has never really understood kids," he says.</p><p>So SuperAwesome is essentially trying to build a new web-advertising ecosystem for kids' brands. Collins acknowledges that the company is still trying to gain traction among top media buyers in the US.</p><p>Yet SuperAwesome is finding success working directly with children's brands. For example, it places what it calls "Safe-Ads" on mobile games built by Mattel, such as "Barbie Fashion Closet" and "Monster High."</p><p>The company has also built a kid-safe game/social network called "PopJam." And now with its new developer offering, the hope is brands like Hasbro will use SuperAwesome's tech to build out kid-safe social environments such as Mattel's "My Little Pony Friendship," which requires parental consent if children want to log on.</p><p>Collin Douma, a marketing consultant for toy companies who was previously global Hasbro account manager at the ad agency giant Omnicom, says that YouTube's stumbles with kids has provided SuperAwesome with a solid opportunity. "But," he adds, "it needs to move fast."</p><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/mcdonalds-wendys-burger-king-arbys-jack-in-the-box-red-logos-2018-5">Why so many fast food logos are red</a></h3>        <div>                    </div>    </div></hr>

'Silicon Valley has never really understood kids': A European tech startup is trying to take advantage of YouTube's stumbles in the children's market

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Sean Gallup/Getty Images</span></p><p class="caption">The companies claim REX makes programmatic <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> safe in the kids market.</p></div><p></p></div></div>Rubicon Project, the public ad tech company, has formed a partnership with "kid-safe" marketing platform SuperAwesome to create what they are claiming is the world's first kid-focused programmatic advertising exchange.</p><p>The launch of "REX" means that marketers can now use Rubicon's automated tools to buy advertising to target children under the age of 13 online - with the guarantee that the ads they buy are safe and legal.</p><p>To date, the entire online children's advertising market operated on a direct-deal basis, meaning advertisers couldn't use programmatic tools to buy ads targeted to children across a range of sites - they'd have to speak to each publisher's sales teams directly.</p><p>In the US, the Federal Trade Commission introduced <a href="https://www.ftc.gov/tips-advice/business-center/guidance/complying-coppa-frequently-asked-questions">COPPA</a> (The Children's Online Privacy Protection Act) in 2000, which places strict restrictions on marketing to children under the age of 13, particularly prohibiting the use of using behavioral data to target kids.</p><p>Joshua Wohle, SuperAwesome's chief product officer, told Business Insider: "Programmatic in the conventional sense (data/profile-driven) is not possible in the under-13 space: There have been zero under-13 targeting options, nobody is doing this. With REX, we're enabling buyers to specifically target this audience based on the contextual first-party data we have associated with all of the publishers which run our AwesomeAds technology."</p><p>SuperAwesome was founded in the UK in 2013 and has raised $7 million in funding. The company claims its ad platform reaches more than 250 million children each month and its client list includes brands such as Nintendo, Lego, and Warner Bros.</p><p>In June, InMobi became the first mobile ad network to be punished by the FTC under COPPA after it was found to be tracking the geolocation of children without their parental consent, <a href="http://adexchanger.com/mobile/inmobis-illegal-location-tracking-debacle-just-tip-iceberg-regulators-chomping-bit/">AdExchanger reported</a>. InMobi was fined $950,000, lowered from an initial $4 million penalty, due to the company's "financial condition."</p><p>Here's a diagram explaining how The Rubicon Project and SuperAwesome's REX will work:</p><p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="SuperAwesome" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/5798845f88e4a71a008bafd1-960/howdoesitwork_v2 (1).png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>SuperAwesome</span></p></div><p></p></div></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/key-exercises-get-stronger-2016-7">An exercise scientist reveals the key to getting stronger</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="VubGdvNDE6avxGj37Zv1jxiHQlkseRzB" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Advertisers are now able to buy programmatic ads to target kids online

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Getty</span></p><p class="caption">Apple CEO Tim Cook.</p></div><p></p></div></div>Apple CEO Tim Cook has been sharply critical of Facebook of late for its widespread collection of data on consumers.</p><p>On Monday, at the company's WWDC developer conference in San Jose, Cook's company followed up his words with some pointed actions that are designed to limit some of that data collection by Facebook and other operators of online ad networks.</p><p>Some of the new features will allow users to block Facebook and other ad network operators from tracking their movements on the web.</p><p>Other features will allow users to limit the time they spend with particular apps, or control the notifications they get from them.</p><p>To read more about Apple's new features,<strong> <a href="http://www.businessinsider.com/apple-vs-facebook-safari-browser-privacy-2018-6">click here.</a></strong></p><p><strong>In other news:</strong></p><p><strong><a href="http://www.businessinsider.com/euro-tech-startup-takes-advantage-youtube-stumbles-kids-ad-market-2018-5">"Silicon Valley has never really understood kids": A European tech startup is trying to take advantage of YouTube's stumbles in the children's market.</a></strong>The UK tech startup SuperAwesome is trying to build an ecosystem for brands to target kids on the web while avoiding privacy pitfalls.</p><p><a href="http://www.businessinsider.com/apple-never-took-data-from-facebook-2018-6"><strong>"We've never been in the data business": Apple said it never took information from Facebook.</strong></a> Apple CEO Tim Cook made the statement responding to a New York Times report that Facebook had allowed 60 phone manufacturers access to people's data, including Apple, to NPR on Monday.</p><p><strong><a href="https://www.reuters.com/article/us-election-tech-advertising-lawsuit/washington-state-sues-facebook-google-over-election-ad-disclosure-idUSKCN1J030X">Washington state is suing Facebook and Google for failing to disclose who has been buying online political ads since 2013</a>.</strong> The two companies have recently pledged to create online archives of political ads so people can see who's trying to persuade them to vote.</p><p><strong><a href="http://www.businessinsider.com/twitter-disbands-live-video-business2018-6">Twitter has disbanded its live-video business unit responsible for deals with programming partners like Disney/ESPN, MLB and BuzzFeed, Variety reported</a></strong><span><strong>. </strong>The unit will be consolidated under its content-partnerships team.</span></p><p><strong><a href="https://www.theverge.com/2018/6/4/17424472/youtube-lgbt-demonetization-ads-algorithm">YouTube is reportedly restricting LGBT videos and even adding anti-LGBT ads to some videos, according to The Verge</a>. </strong>Trans creator Chase Ross said he struggles with age verification and demonetisation on his videos on a regular basis.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/oneplus-6-android-smartphone-review-2018-5">This $530 Android phone is half the price of an iPhone X and just as good</a></h3>        <div>                    </div>    </div>

What you need to know in advertising today

<p><strong><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Justin Sullivan/Getty</span></p><p class="caption">Facebook founder and CEO Mark Zuckerberg speaks during the 2013 TechCrunch Disrupt conference on September 11, 2013 in San Francisco, California.</p></div><p></p></div></div>1. <a href="http://link.uk.businessinsider.com/click/7254765.4823/aHR0cDovL3VrLmJ1c2luZXNzaW5zaWRlci5jb20vZmFjZWJvb2stcTItMjAxNi1lYXJuaW5ncy0yMDE2LTc_dXRtX2NvbnRlbnQ9MTBUaGluZ3NTQUkmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPVNhaWx0aHJ1Jm5yX2VtYWlsX3JlZmVyZXI9MQ/5458f32e3b35d030639b12edB4254cc39" target="_blank">Facebook smashed its Q2 earnings.</a></strong> It delivered a 59% increase in revenue that blew past Wall Street targets and sent its shares rocketing up 8% to a new all-time high.</p><p><strong>2. <a href="http://www.businessinsider.com/facebook-ad-loads-less-important-for-growth-2016-7">There was just one note of caution in Facebook's insanely optimistic earnings.</a></strong> Ad load growth is likely to slow down.</p><p><strong>3. <a href="http://www.businessinsider.com/mark-zuckerberg-comments-on-making-money-from-search-2016-7">Mark Zuckerberg also put Google on notice that it's going after its cash cow.</a></strong> Facebook has plans for search <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>.</p><p><strong>4. <a href="http://www.businessinsider.com/abercrombie-and-fitch-new-campaign-2016-7">Abercrombie &amp; Fitch has ditched its blatantly sexual campaigns for a new look.</a> </strong>Here's the new fall campaign.</p><p><strong>5. <a href="http://www.businessinsider.com/pokemon-go-cafes-shops-pubs-small-business-marketing-lures-pokestops-2016-7">Shops, pubs, and cafes are spending money on Pokémon Go to bring in more customers.</a></strong> We spoke to some small business owners about how they're using the game to drive footfall.</p><p><strong>6. <a href="http://www.businessinsider.com/laszlo-bock-steps-down-as-head-of-hr-at-google">The man who molded Google's culture over the last 10 years just stepped down.</a></strong> Laszlo Bock, who has led Google HR for the past 10 years, is being replaced by VP of UK sales Eileen Naughton.</p><p><strong>7. <a href="http://www.businessinsider.com/marissa-mayer-has-higher-glassdoor-approval-rating-than-any-past-yahoo-ceo-2016-7">Marissa Mayer is still more popular than any past Yahoo CEO.</a></strong> That's according to data from Glassdoor.</p><p><strong>8. <a href="http://www.businessinsider.com/rubicon-project-partners-with-superawesome-for-programmatic-kids-ads-2016-7">Advertisers are now able to buy programmatic ads to target kids online.</a></strong> Rubicon Project has formed a partnership with "kid-safe" marketing platform SuperAwesome to create a kid-focused programmatic advertising exchange.</p><p><strong>9. <a href="http://www.businessinsider.com/pinterest-poaches-gunnard-johnson-from-snapchat-2016-7">Pinterest has poached a top Snapchat exec who had only been there since March.</a></strong> Gunnard Johnson was Snapchat's head of quantitative ads and he'll now become Pinterest's head of measurement science and insights.</p><p><strong>10. <a href="http://www.businessinsider.com/father-john-misty-versus-chipotle-2016-7">Musician Father John Misty revealed Chipotle offered him $250,000 to cover the BackStreet Boys' '90s hit "I Want It That Way."</a></strong> His response to the request - "Cool, so then I can just buy like two Cadillacs and just crash them together - I don't want your f---ing burrito money" - is going viral.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/key-exercises-get-stronger-2016-7">An exercise scientist reveals the key to getting stronger</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="VubGdvNDE6avxGj37Zv1jxiHQlkseRzB" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The 10 things in advertising you need to know today

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>YouTube / Screenshot</span></p><p class="caption">Apple retail chief Angela Ahrendts.</p></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://blogs.wsj.com/cmo/2015/07/20/u-s-tv-ad-spending-fell-in-second-quarter/">US TV ad spending fell 5% in the second quarter, The Wall Street Journal's CMO Today reports.</a></strong> Data from Standard Media Index shows that excluding the impact of TV programming such as the World Cup, TV ad spend still fell 3% year on year.</p><p><strong>2. <a href="http://www.businessinsider.com/square-quirky-customs-could-follow-jack-dorsey-to-twitter-2015-7">Payments company Square has some quirky customs that CEO Jack Dorsey could bring to Twitter.</a></strong> Details from board meetings are shared with employees, and each week the company surveys its employees on how they are feeling.</p><p><strong>3. <a href="http://www.businessinsider.com/walmartlabs-openstack-hadoop-2015-7">Here's how Wal-Mart hired 2,200 developers and made "magic."</a></strong> The Walmart Labs division was created four years ago in the heart of Silicon Valley's Mountain View.</p><p><strong>4. <a href="http://startups.co.uk/kids-safe-ad-platform-superawesome-bags-7m/">SuperAwesome, the London-based digital marketing platform for the kids industry, has raised $7 million in Series A funding.</a></strong> The round was led by IBIS TMT, Twenty Ten Capital, and Sandbox and Co., plus participation from existing investors including Hoxton Ventures.</p><p><strong>5. <a href="http://www.thedrum.com/news/2015/07/19/star-wars-original-marketer-weighs-controversial-amy-schumer-gq-photographs">"Star Wars" first marketer Charles Lippincott has weighed in on a controversial GQ magazine shoot featuring comedian Amy Schuler and two of the franchise's most popular characters, The Drum reports.</a></strong> Lippincott criticized the risqué shoot for being inappropriate.</p><p><strong>6. <a href="http://www.businessinsider.com/chipotle-earnings-july-19-preview-2015-7">Chipotle is at a crossroads.</a></strong> As the chain expands, it runs the risk that new customers won't care much about its food and integrity.</p><p><strong>7. <a href="http://www.businessinsider.com/yahoo-mandate-on-how-to-treat-startups-2015-7">Yahoo M&amp;A chief Jackie Reses has issued an incredible mandate on how to treat companies that ask to be acquired.</a></strong> Reses tells staff to treat every single approach seriously, including responding with a personal email, or a phone call.</p><p><strong>8. <a href="http://www.businessinsider.com/apple-retail-boss-angela-ahrendts-report-card-2015-7">Apple insiders have given us their report card on retail boss Angela Ahrendts' first year.</a></strong> They're impressed.</p><p><strong>9. <a href="http://www.businessinsider.com/the-youtube-mafia-2015-7">Meet the "YouTube Mafia."</a></strong> The former Googlers still dominating the online video industry.</p><p><strong>10. <a href="http://www.businessinsider.com/1957-drawing-walt-disney-brilliant-strategy-2015-7">This 1957 drawing reveals the brilliant strategy behind Disney's lasting success.</a></strong> The image depicts Disney's core business as grounded in films, with a portfolio of entertainment assets that both support and reinforce the movies.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/bojack-horseman-season-2-trailer-2015-7">TV's best kept secret just released season 2</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5hcHR4dTqThewQ-jR8-1QSTDL9S-1m7w" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

<p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="Screenshot/Entrepreneurship Corner" title_caption="Facebook CEO Mark Zuckerberg" class="zoomin" href="https://static-ssl.businessinsider.com/image/5346bc72ecad04563255604e-960/mark-zuckerberg-red-hoodie-5.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span><a href="http://ecorner.stanford.edu/authorMaterialInfo.html?mid=1500">Screenshot/Entrepreneurship Corner</a></span></p><p class="caption">Facebook CEO Mark Zuckerberg</p></div><p></p></div></div>Facebook plans to end your ability to send a message to your friends on the Facebook app.</p>
<p>Instead, all users - except for people using old platforms or desktop versions of Facebook - will be forced to message each other through Messenger, Facebook's standalone messaging app.</p>
<p>Anyone trying to message someone on the Facebook app will be prompted to use Messenger instead.</p>
<p>This seems like ... madness.</p>
<p>Facebook without messaging is basically Twitter - a stream of random stuff from your friends. One of the big advantages Facebook always had over Twitter was that it combined public publishing with the intimacy of quieter, behind-the-scenes conversations with your friends, via messages.</p>
<p>To put it more bluntly, many a hookup began on Facebook - and now Facebook is bring all that to an end.</p>
<p>It's worth underlining that Messenger is actually a great standalone app for messaging. You can see why Facebook would want to encourage its users to check it out.</p>
<p>But<em> forcing</em> 1 billion people to use a second app, just to say hello privately to all their friends on the first app? This seems counter-intuitive at best.</p>
<p>Expect to hear users get outraged by it.</p>
<p>Especially older, less tech-savvy users, who - rightly - won't see why they should have to download, install, setup and login to a new app just to do the same thing that the old one did perfectly well.</p>
<p>You can tell that Facebook is worried about the potential for negative feedback by the way it's rolling out the program. <a href="http://blogs.wsj.com/digits/2014/04/09/facebook-to-discontinue-messaging-feature-in-mobile-app/">It is starting in Europe first,</a> where it is less popular:</p>
<p style="padding-left: 30px;">Wednesday, Facebook notified users in a half-dozen European countries, including the U.K. and France, that the messaging feature in their mobile app would cease to operate in the coming weeks. Eventually, it will stop working for all users.</p>
<p>Only after ironing out the kinks on the Europeans will the forced Messenger migration reach the U.S., which remains Facebook's heartland. (Facebook may have more users in Europe but it has a greater proportion of all users in the U.S. and Canada.)</p>
<p>Messenger will leave Facebook users inhabiting bizarrely different worlds. Chat Heads, the function in which the person you're messaging with appears in a moveable circle on the screen, <a href="http://www.cnet.com/news/facebook-plans-on-forcing-users-to-chat-through-messanger-app/">will disappear for iPhone users</a> but not Android users. Messaging on Facebook will still be available for older Android users and people on desktop. All the functions will remain in Paper, Facebook's beautiful but little-loved visual-heavy version of itself. (Paper isn't in the top 200 apps in the iPhone App Store as of this writing.)</p>
<p>There is a business logic to this: Having one place for Facebook messages makes more sense than having two. Facebook has become distressed that people respond to texts and messages inside competing message apps very quickly, but they're <a href="http://techcrunch.com/2014/04/09/facebook-messenger-or-the-highway/">slower to respond to Facebook messages</a>. We're told that people get replies 20% faster on Messenger than Facebook. </p>
<p>Until recently, that slowness was hurting Facebook because competing standalone messaging apps were stealing the message business from under Facebook's feet.</p>
<p>Messenger "solves" this problem by diverting Facebook communication into an app that users respond to more quickly. Presumably, the hope here is that after a short period of consumer resistance we'll actually increase our use of Facebook products once we get used to Messenger's improved messaging environment.</p>
<p>Of course, if Messenger becomes a super-awesome experience it might start to compete with WhatsApp - the app CEO Mark Zuckerberg acquired for $19 billion - and that raises a whole new set of concerns about Facebook's user strategy here.</p>
<p>In the short-term, though, only one thing is clear: Users have not asked for this, and Facebook is forcing it upon us.</p>
<p>It doesn't feel good.</p>

Facebook's Plan To Stop You From Sending Messages In The Facebook App Is Insane

These 58 UK tech startups could soon be unicorns

Here are 58 tech startups that are on track to become Britain's next billion dollar companies

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span><a href="https://www.flickr.com/photos/ledgard/125205469/in/photolist-2YdJUy-5qnCHU-c4HdZ-2VqHm1-h47A2U-92fypE-x6LyG9-ehiCB4-fMTgLj-xYSL89-JrxZ8-o7zxRX-DYift-6M76jQ-fU7VGf-BSb7q6-i1LqzJ-oaXra-awUGeu-aeoNxN-7Kn7MU-ifdX6-2vks5-4pXbWS-dXnfKD-eBraq-6SATXc-5CRSmt-6BgzaF">Flickr CC/Bryan Ledgard</a></span></p><p class="caption">"It's the amputation of a significant revenue stream."</p></div><p></p></div></div>The European Union announced late Tuesday that it has settled on tough new data protection laws.</p><p>The new, unified data protection rules across Europe are designed to give consumers in Europe more control on how their data is used (<a href="http://www.businessinsider.com/europe-agrees-on-new-data-protection-rules-2015-12">you can read a summary of the key points here</a>) - but they could have a severely damaging impact on the online <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> industry.</p><p>The full text of the EU's data protection reform is not yet out. But a press release from the European Commission signals some significant changes that could hamper online advertising companies and the publishers which rely on digital advertising revenue to stay in business.</p><p>The European branch of the Internet Advertising Bureau's (IAB Europe) interpretation of what has been released of the <a href="http://ec.europa.eu/justice/data-protection/reform/index_en.htm">new rules</a> so far identifies two key concerns: That the idea of "personal data" has now been widened, and that companies will now need to gain explicit consent from European users before they use their data in order to serve targeted advertising to them. Furthermore, the raising of the digital age of consent" to 16 (from 13) could be hugely disruptive to companies that have strong teen user bases.</p><p>Townsend Feehan, the CEO of IAB Europe, the trade body that represents the European internet advertising industry, told Business Insider: "It's the amputation of a significant revenue stream just at the moment publishers are having such a challenge in switching to digital."</p><h2>A broad definition of "personal data"</h2><p>One of the IAB Europe's key concerns is that "everything" will now be considered personal data, according to Feehan. She added that the new rules include language that suggests "some identifiers that could not possibly be used to trace back to a an individual person" will be included under the "personal data" bucket.</p><p>"There appears to be a broader definition and bigger scope for personal data, and a narrower legal basis for the processing of that data," Feehan said.</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image on-image"><p class="source"><span>LinkedIn</span></p><p class="caption">Townsend Feehan, the CEO of IAB Europe.</p></div><p></p></div></div>Feehan says a lot of consumer data that falls under these new laws are "low risk or no risk" - the type of contextual data that might tell an advertiser you are in the market to buy a car, but not that you're female and live in London and are a certain age. That could serve as the "amputation" of many publishers' revenue streams, who rely on such data to sell their advertising at a premium to marketers and might find it hard to comply with the new rules.</p><p>She added: "It's an own goal [from the EU], [the impact] will be insidious and happen slowly over time. It will be an inexorable impairment on online media in Europe ... it's not good for media pluracy and democracy."</p><h2>The need for "explicit consent"</h2><p>IAB Europe is also concerned that the EU will require internet advertising companies gain "explicit consent" from users before they use their data to target them with ads. Essentially, that means that users would have to opt-in to receiving this kind of behavioral advertising.</p><p>There are two clear issues: <a href="http://www.marketingweek.com/2012/06/13/implicit-consent-best-practice-on-cookies/">Research shows it's far harder to gain explicit consent from consumers than it is to gain "implicit consent"</a> - merely stating you will use some data for advertising purposes in terms and conditions, or via pop-up-style messages that inform consumers that cookies are running.</p><p>The other issue is that while it is (relatively) easy for big consumer-facing platforms like Google and Facebook to ask consumers to click a box confirming their data can be used in such a way - it's a lot harder for the huge array of ad tech vendors who serve hundreds of millions of dollars-worth of ads each year, but don't have consumer-facing platforms. What consumer is likely to have visited the websites of AppNexus, Rubicon Project, Criteo, or Media Math, for example?</p><p>It's not terribly practical. Feehan worries that some of the smaller ad tech players could go out of business.</p><p>Ian Maude, head of internet at Enders Analysis, says there might be a workaround: Companies like Google and Facebook that partner with these ad tech vendors could also ask users to click whether they opt-in to their data being used by third-parties for advertising. Although that would clearly put more power in the hands of the internet giants at the expense of smaller companies.</p><p>There's a further issue, too: It appears companies must gain explicit consent for each way in which they use consumers' data. </p><p>Ian Saunders, an adviser to technology businesses, told Business Insider: "Buying a product [from a brand] does not mean you have the right to serve advertising henceforth to that individual."</p><h2>The raise of the digital age of consent from 13 to 16-years-old</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.youtube.com/watch?v=jeQ0alGlsPg#t=57">Youtube/Snapchat</a></span></p><p class="caption">Snapchat has a big  teen userbase.</p></div><p></p></div></div></p><p>A formal vote is taking place among the European Parliament's civil liberties committee on this particular aspect of the regulation on Thursday. There will be a full parliament vote next year, and <a href="http://www.bbc.co.uk/news/technology-35110474">the BBC reports that it is unlikely to go through on a European-wide level, and instead it will be up for member states to set their own limits.</a></p><p>The proposal would essentially prevent internet companies like Facebook and Snapchat offering their services to younger people under a certain age limit - which could be raised from 13 to 16-years-old.</p><p>Dylan Collins, CEO of "kid safe" marketing platform SuperAwesome, told Business Insider the decision has the potential to "massively disrupt" the online advertising market. Whatever age restriction is chosen will not only prevent children under that age accessing certain internet platforms, but it will also restrict all behavioral and programmatic advertising aimed at them. <a href="http://www.coppa.org/">This has already happened in the US under the Children's Online Privacy Protection Act, which restricts profile-based advertising to under-13s.</a></p><p>He estimates the total amount of ad dollars spent on advertising online to the global teen market is $30 billion.</p><p>"The under-13 space has aggregate spend of ~$7 billion, but the 13-t0-20-year-old market almost doubles this number. Many major tech and media companies have already started to target the under 13 space - eg. YouTube Kids and Amazon - but extending the same requirements to the teen space and shifting the entire sector to a contextual-only basis would be hugely disruptive for companies [with large teen userbases] like Facebook, Snapchat, YouTube, Viacom, and many others," he added.</p><h2>Balance is needed</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="http://commons.wikimedia.org/wiki/File:Embl%C3%A8me_de_la_Justice.jpg">Wikimedia Commons</a></span></p><p class="caption">It's important to consider balance.</p></div><p></p></div></div></p><p>As said previously, the full text of the new rules have yet to be released and it will take a while for the full effects to be realized. In the meantime, there will continue to be discussions amongst policymakers, lobbyists, and the tech industry about the best ways to interpret and implement the new laws over the next couple of years.</p><p>What is clear is that the EU is trying to solve an issue. <a href="http://ec.europa.eu/justice/data-protection/document/review2012/factsheets/1_en.pdf">The EU's public consultation on its data protection reform</a> showed that many consumers were concerned about how their information is used and did not full they had full control over their data online.</p><p>Maude said: "This should ring alarm bells for the internet advertising industry in the same way we have seen the rise of ad blocking. That's happened for a reason, it's not just about ads themselves, but more broadly about how data is used for tracking, for example. Regulators like to regulate so it was always going to be likely that we would see more regulation in this area."</p><p>There are benefits too, according to Maude, including that there will now (broadly speaking) be one set of regulations to abide by across Europe, rather than many different laws for different countries.</p><p>Maude added: "One clear set of rules and regulations where consumers feel confident that they have control over their information and how it is being used and accessed and not being mis-used is ultimately a good thing."</p><p>But ultimately, the reaction from the advertising industry is one of disappointment.</p><p>Ian Twinn, director of public affairs at UK based advertising trade body ISBA, said: "The EU fix on the four-year run in trying to find a common agreement on data protection is a mixed bag.  Of course advertisers, and businesses more generally, will be pleased that there is an end to the indecision. We particularly welcome the need to deal with only one data regulator."<br /> <br />But he says the compromise is less clear: "The fine detail may be better than the press release but at first sight both citizens and businesses will be disadvantaged.  The European Parliament has failed to understand the impact of its hard-line political stance.  This is the EU at its worst. The end result is a new regulation that is based on five-year-old thinking, sourced from old technology and old expectations."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/eyelid-surgery-in-south-korea-2015-11">Why Korean parents are having their kids get plastic surgery before college</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="N3anZreDpn-2nQvRx1Ucqnt93GqH8mTZ" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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