Microsoft invests in child-safe mobile programmatic ad provider SuperAwesome

Microsoft has invested an undisclosed sum in SuperAwesome, the company that provides kid-safe mobile programmatic advertising.

The investment was led by M12 – Microsoft’s venture fund. Some reports suggest that the funding could be around $17 million in total.

SuperAwesome is tapping into a market few other advertisers are exploring – the kid sector. It’s a tough market given stricter privacy and security regulations that exist for children across most developed markets.

But the company has some strong support from clients such as Mattel, Hasbro, Lego and NBC Universal.

The company generates around 12 billion children-friendly ad transactions per month targeted at kids aged 13 to 16 years.

It’s major products include the AwesomeAds which are contextual ads for children that aren’t based on personal data from kids.

SuperAwesome also manages start-up Kidfluencer – a child-safe influencer marketing platform.

Among its other ventures the company runs Kids Web Services which is a software platform for developers to build child-friendly apps and a social network for kids called PopJam.

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