How can companies put ads in new places, but still get the user experience right? Smart TV home screens, like Samsung, are adding programmatic ads. Roblox will show ads to kids under 13. We look at the challenges and opportunities faced by platforms expanding their ad footprint.

Programmatic TV Home Screens And Gaming Ads For Kids

The Big Story

# Full Transcript

**Podcast:** The Big Story

## Transcript

Welcome to The Big Story, a roundtable featuring members of the AdExchanger editorial team. Every week we bring you an in-depth discussion of key developments in digital marketing and media. This episode is sponsored by Basis, the leading intelligent operating system for autonomous advertising.

Its enterprise AI solution transforms campaign briefs into strategies and media plans that integrate directly into omni-channel activation. It is a truth universally acknowledged that a platform seeking to possess good fortune must be in want of advertising. That's my take on where Jane Austen crashes into advertising.

Shout out to everyone who recognized that Pride and Prejudice reference. Now, let me tell you why. Just like the dashing romances on the moors, it can feel absolutely inevitable that every gorgeous, delightful platform attracting eyeballs will eventually be married with advertising and eventually have even more advertising. And that's the theme for today's episode.

First off, those home screen ads you see when you turn on your TV have long been prized possessions for TV operating systems. Usually that inventory is only available directly. But now those home screen ads are going programmatic. We are going to see more advertisers on those TV home screens. And our associate editor, Victoria McNally, is going to tell us how Samsung is going about this,

why, and what other home screens are opening up to new advertisers. Then the gaming platform popular with grade schoolers, Roblox, is going to be expanding where it shows ads to include kids under the age of 13. Those ads will not be targeted because of COPA, the law that protects kids from online targeted advertising when they're under the age of 13,

but not ads overall, as all of us who grew up on Polly Pocket and Tony the Tiger and Keebler the Elf ads can attest. So our senior editor, Anthony Vargas, will share how Roblox is going about this change. And I know in my mind, I'm like imagining like the Keebler, Tony, Roblox mashup in my head. Is it going to look like that? We're going to find out.

What these two companies have in common, TV home screen ads, Roblox, is that they don't want to mess up the ad experience. They still want to show relevant, appropriate ads, and they have their own playbook as to how they will accomplish that. So before we dive into this great, exciting episode, I can't wait to discuss this topic. An exchanger will be diving into the Mediterranean in a couple of weeks.

I'm moderating a panel Monday of Cannes on the Equative Yacht about publishers and how they're monetizing in the age of AI. Can't wait to see some of you on the Quasette. And fast forwarding to September 28th and 29th, we're gathering the tech-focused, future-forward folks who are figuring out this new wave of technology and how it will shape advertising. You're going to want to be part of this conversation.

So grab your ticket to Progra...

Programmatic TV Home Screens And Gaming Ads For Kids

Transcript

Built for investment professionals

Every day you wait, your competitors are finding
edge in conversations you're not hearing.

Programmatic TV Home Screens And Gaming Ads For Kids

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.