WPP and SuperAwesome Announce Global Partnership to Ensure Privacy and Safety for Kids and Families Within Online Advertising
May 28 2020 - 8:00AM
Business Wire
WPP (NYSE:WPP) and SuperAwesome, the leading kidtech platform,
today announced a partnership to advance the standards of privacy
for children in the global digital ecosystem.
Responding to ongoing shifts in children’s online consumption
patterns, WPP is the first company among its peers to set a
benchmark for the highest standards in digital privacy and safety
for kids, working in partnership with SuperAwesome.
With children making up 40% of all new internet users1, 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.
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.
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 screens2, the need for safe and trusted digital
experiences has never been more important.
Mark Read, 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.”
Dylan Collins, 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.”
About WPP
WPP is a creative transformation company. We use the power of
creativity to build better futures for our people, clients and
communities. For more information, visit www.wpp.com.
About SuperAwesome
SuperAwesome powers the children’s internet. The company has
pioneered the ‘kidtech’ market: technology which delivers digital
media functionality with a ‘zero-data’ design to ensure total
safety for kids. SuperAwesome’s technology is used by hundreds of
brands and content-owners, including LEGO, NBC Universal and
Hasbro, to safely engage with over 500M kids every month.
SuperAwesome has offices in London, New York, LA and Chicago. It
also holds investments in TotallyAwesome (Southeast Asia) and Kids
Corp (Latam). Founded by serial entrepreneur Dylan Collins, the
company is backed by investors including Microsoft’s M12 Ventures,
Mayfair Equity Partners, Hoxton Ventures and Harbert European
Growth.
For more information please visit @GoSuperAwesome on Twitter or
www.superawesome.com.
1 PwC 2019 Kids Digital Media Report. 2 SuperAwesome’s survey of
6-16 year olds in the US and US, March 2020, asked 667 kids how
much more time spent on a digital device now compared to before the
coronavirus pandemic.
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version on businesswire.com: https://www.businesswire.com/news/home/20200528005451/en/
Niken Wresniwiro, WPP +44 (0)20 7282 4600 / +44 (0)7876 005 489
niken.wresniwiro@wpp.com
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