The online market has grown dramatically. At the global level, it is estimated that one in three internet users is a child under 18 years of age.1 With kids becoming one of the fastest-growing online audiences, their share of TV time is declining, as they increasingly prefer digital alternatives. The online market for this age group has become very important and brands are getting to know their new customers by moving more advertising spend onto digital platforms. The challenge, however, is for companies to engage with kids online whilst at the same time respecting online security safety as set out by the likes of COPPA and GDPR. These regulatory requirements and awareness of the benefits of compliance have supported a shift in company spend towards dedicated "kidtech" software such as that provided by SuperAwesome. This was favourable to our business since we built the platforms which helped brands interact with kids online, whilst ensuring that data privacy and safety rules for this age group were respected.

1 https://www.unicef-irc.org/growing-up-connected.