Tubi is creating a dedicated kids section, Tubi Kids, on Oct. 21 – just weeks before Disney+ launches on Nov. 12.
The ad-supported kids content will be COPPA-compliant, meaning that buyers won’t be able to do any kind of behavioral targeting for the ads. Programmatic bid requests will be stripped of any kind of behavioral targeting signals that don’t comply with COPPA, said Tubi CEO Farhad Massoudi – meaning it’s unlikely much of the inventory will be sold programmatically.
Buyers will primarily purchase the inventory direct or via programmatic guaranteed because of the COPPA data restrictions, said Chief Revenue Officer Mark Rotblat.
“We’re talking about tens and hundreds of [kid-focused] advertisers. The brands and their agencies love the idea of contextually reaching children in the environments they watch,” Rotblat said, especially as viewership declines on places such as Nickelodeon and the Disney Channel.
In order to strip out the IP address, Tubi will site serve the ads and won’t allow any third-party tags at launch, though it plans to add in COPPA-compliant tags later. COPPA allows for some forms of ad measurement, including frequency capping, and Tubi will cap ads for partners.
The Tubi Kids section is to some extent a reorganization of existing content, and will include 1,200 titles at launch, for a total of 5,000 hours of programming. Its ad load will average four to six minutes per hour, the same as its adult programming, but much lower than the 14 minutes to 18 minutes per hour in broadcast and TV programming.
Tubi sees its AVOD kids section as complementary to streaming services like Netflix, family-focused Vudu or the not-yet-launched subscription service Disney+.
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