sponsored by A Parent Media Co. Inc. | A Parent Media. Co. Inc. revolutionized safe digital streaming for kids with kidoodle.tv and Safe Exchange™, which monitors every ad viewed by consumers for audience appropriateness.
Finding parents without a story about their kids stumbling onto inappropriate content on an open video sharing platform is like finding a leprechaun or unicorn. They don’t exist.
Adding to the issue was the expansion prompted by the COVID-19 pandemic — site traffic increased 2,600% from March to December 2020 alone — which meant a greater volume of ads. As a result, ineffective automated monitoring systems presented problems for Kidoodle.TV, its young audience and the AVOD industry at large.
“We love AI, but the efficacy of it isn’t always where it needs to be to work with a children’s audience. You also need a human’s judgment,” notes Gabe Thomas, APMC’s vice president of strategy for Safe Exchange. “Our technology will reject ads, but only humans can approve ads – that’s how we keep things safe.”
“Forty percent of the ads we receive through the open market are blocked by our Safe Exchange process based on misclassification, inappropriate creatives, low quality, defects technically and other means to influence the audience by pretending to be ads they are not,” says Gruninger. “Having humans monitor ads is the only true way to ensure these are captured and blocked.”
“The publishers and content creators have their brands as well as their promise to their streamers to provide a certain level of content and match their content to their audiences. Ultimately, the ads are a part of that content,” Thomas says, indicating that “bad” ads, which could include a repurposed “click here” web ad or one stretched and pixelated, may destroy consumer confidence in the publishers and content creators and pose a risk to brands.
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