OpenX Introduces PRIVO-Verified CTV Private Deals for Children's Ad Compliance
· 2h ago · Originally reported by PPC Land
OpenX has launched private marketplace deals for connected TV inventory that carry PRIVO privacy audits, addressing varying US state laws that define protected minors at different ages. The third-party verification aims to give brands more confidence in programmatic buying for kid-targeted CTV ads.
Why it matters
Brands are hesitant to buy kids' ads programmatically because state-by-state privacy rules create compliance risk. An independent audit standard could unlock more automated spending in this sensitive category.
Explain it like I’m new here
It's like a restaurant getting a health inspection sticker so families trust it's safe for their kids to eat there.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Private marketplace (PMP)
A private marketplace (PMP) is an invitation-only programmatic auction in which a publisher lets a selected group of buyers bid on specific inventory, usually with a floor price, via a deal ID.
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