Home The Big Story The Big Story: Grownup Ads Have Infiltrated Kids’ Spaces On YouTube

The Big Story: Grownup Ads Have Infiltrated Kids’ Spaces On YouTube

SHARE:
The Big Story podcast

Marketers have been through one surprise after another this year with YouTube inventory.

The latest surprise? The news that it’s possible to create a campaign that serves personalized as “made for kids” inventory on YouTube.

On this week’s Big Story, we bring on Adalytics researcher Krzysztof Franaszek who’s been diving into big brands’ log files, a project that’s unveiled some unexpected truths about where their YouTube ads appear.

Back in June, Adalytics revealed that advertisers who thought they were buying TrueView instream ads on YouTube were actually seeing their ads served outstream across its partner network off YouTube.com. The report prompted calls to action from industry organizations, how hard it is to verify inventory and the importance of advertisers with clout to demand change.

The latest research, covering COPPA, is sure to attract the attention of the FTC, which fined YouTube and Google a record $170 million for violations back in 2019.

We get into the research itself and the industry reactions in this conversation with Franaszek and managing editor Allison Schiff, who covered the latest news about personalized ads on kids’ content.

Must Read

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

FTC Commissioner Mark Meador speaking at the NAD's annual conference in Washington, DC on Sept. 16, 2025. (Photo: Brian O'Doherty)

FTC Commissioner Mark Meador: ‘No Human Society Can Long Survive Without Consumer Trust’

Keeping American kids safe in what FTC Commissioner Mark Meador calls “an increasingly complex and fast-paced technological environment” is a top priority for the agency.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: "Deal ID, please."

Amazon Expands Its Programmatic Integration With SiriusXM

On Tuesday, Amazon DSP announced an expanded integration with satellite radio company SiriusXM.

Rembrand merges with Spaceback

Omar Tawakol Is Merging His AI Startup Rembrand With Spaceback

Rembrand announced that it’s merging with creative automation startup Spaceback to build a unified AI-powered platform for “content-based” CTV, digital video and display.

A comic depicting people in suits setting money on fire as a reference to incrementality: as in, don't set your money on fire!

Retail Media Is Starting To Come To Grips With The Fact That We All Know Nothing

Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works.