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So this sounds so unlike Europe, but maybe I'm just naive: "There is a new generation of kids startups focused on platform, tools and adtech fuelled by a broader structural shift in the sector. Occasionally referred to as 'kidtech', they are tackling opportunities in the kids market that are worth billions of dollars in the adult sector." The tenor of the argument is that the U.S. Children's Online Privacy and Protection Act (COPPA) prohibits behavioural online advertising, and that this is being adopted by Europe, creating a spending gap that is being addressed by, well, what? Advertgising? Kidtech? "Already kids brands are doubling and tripling their digital ad spend for 2015 and it seems highly likely that kids digital ad market will be a $2 billion space inside two years driven by the availability of kid-safe platforms..." It seems to me that if they're loaded with advertisements, they're not exactly kid safe. But like I say, maybe I'm naive. -- OLDaily