Giraffe Insights’ sister agency Generation Media now includes the DMP in its stock of proprietary tools for clients.

Global social video advertising platform, Precise TV, has partnered with Giraffe Insights, leading kids research agency, to offer brands a safer and more sophisticated solution to engage with kids and family audiences without the use of personally identifiable information (PII) across social media platforms.

Data from Giraffe Insights’ ongoing study into video consumption of 2-12 year olds, ‘Kids And The Screen: Changing The Channel’, has been combined with Precise TV’s existing COPPA compliant tech platform, to provide a powerful KidSafe AI solution that enables predictive contextual targeting.

Precise TV co-founder and CEO Nadav Shmuel commented: “With so many people spending more time at home and turning to online video to learn, cope and connect, YouTube usage is spiking around the world. As the viewing behaviours of kids and families change, and channels adapt to capture a broader audience, it has never been more important for brands to apply a data-driven granular targeting approach in order to reach those users most likely to engage.”

Giraffe Insights managing director, Maxine Fox, explained: “Kids and the Screen is a revolutionary study launched three years ago to answer industry wide questions surrounding kids viewing. This research provides one consolidated data source where all video consumption, captured in-the-moment and cross-platform is recorded for kids as young as two years old. There is no ‘one size fits all’ approach and brands need to effectively target younger audiences through strategies underpinned by data to ensure they maintain relevance and engagement.”

Giraffe Insights’ sister agency Generation Media now includes the DMP in its stock of proprietary tools for clients, to enhance and optimise the planning and buying process.

Lisa Morgan, managing director at Generation Media added: “Successfully navigating our clients through the evolving children’s media market has always been a key objective. The Kids and the Screen data has underpinned our YouTube strategies since inception and the launch of the DMP will allow us to further enhance our contextual targeting to maximise the effectiveness and return of our clients’ budgets.”