August 23rd, 2013
In Wake of Privacy Laws, Kids' Sites See Ad Revenue Plummet
By Kate Kaye
Smaller Companies Banning Behaviorally-Targeted Ads, Conducting Expensive Audits
Changes to the children’s privacy-protection law are keeping kids’ site publishers awake at night. The Children’s Online Privacy Protection Act changes went into effect July 1, and since then some mom-and-pop sites providing games and educational resources say their ad revenue has tanked. The rule limits the ability of such sites to track children under age 13, thus preventing them from running behaviorally-targeted ads.
“I’m just like sitting on pins and needles,” said Judy Miller, founder of Apples4TheTeacher, a site featuring thousands of pages of educational resources for teachers and kids. Because it caters to teachers but also attracts children, the former elementary school teacher is unsure how the law affects her site.