TotallyAwesome has launched a digital research solution across its digital ad marketplace, empowering brands to measure the effectiveness of their campaigns without compromising kids’ privacy.

The first COPPA-compliant method in the kid-tech space, BrandLift doesn’t require personal data collection or cookies to track exposed and control groups.

Kids’ digital advertising is regulated by privacy laws such as COPPA and GDPR. Under these regulations, advertisers cannot collect any personal data from kids aged under 13 years.

As the use of cookies is prohibited in the kid-tech industry, measuring campaign impact has always been challenging up to now.

BrandLift is the first solution which enables brands and advertisers to measure effectiveness while staying compliant.

Using a pre-campaign survey as a control group and a random sample of kids likely to see the ad as an exposed group, TotallyAwesome effectively tracks a campaign’s impact without collecting personal data from kids.

BrandLift can measure a range of performance indicators to reflect campaign objectives, including awareness, brand preference, affinity, and intent.

TotallyAwesome CEO Quan Nguyen said: “We’re glad to be empowering our partners with effectiveness metrics that allow them to optimise their communications strategy, planning and creative development.”