What’s your overall take on Kidscorp’s first 10 years?
You don’t really grasp it as it’s happening—it’s only when you look back that you realize how far you’ve come. It’s been 10 years since we set out to solve a problem we believed had to be addressed—and that whoever tackled it needed to do so with strong values like resilience, perseverance, and innovation. Our main goal was to ensure a safe digital experience for minors. That’s why, from the beginning, we took a disruptive approach, because we were building an industry in a highly sensitive segment.
How did the company evolve over the time?
It evolved through the people who joined the journey. That entrepreneurial spirit is still embedded in our core values. Kidscorp is an organization built by entrepreneurs. We’ve always pushed to break the status quo while building, educating, and evangelizing an entirely new industry. Seeing that those values remain intact while the company has completely transformed gives me immense satisfaction. The fact that we now work with major clients we once dreamed of collaborating with back in the early days is also incredibly rewarding.
And then there’s the team—we’ve built a highly diverse, multicultural group that continues to evolve. We take great pride in having the best version of Kidscorp in Brazil, Mexico, Argentina, Uruguay, and Colombia. Each team adapts to its local market, yet all embody the best of Kidscorp. Collaborating with talent from different countries enriches us and reinforces the shared vision we’re building together.
You’ve evolved alongside an industry that’s constantly changing, leading you to expand and diversify your services.
Exactly. I call it “market empathy.” You might have a brilliant idea, but if you don’t understand how the market will adopt it, it’s going to be hard to evolve. When we first validated our hypothesis—offering a solution to help brands connect with U18 audiences online—people looked at us like we were crazy. Today, it’s the norm. Kids consume more online content than any other group.
We had to evolve alongside the digital and advertising ecosystem. For example, we needed data in Latin America and there was nothing available. That made it impossible to improve our product. So, we built a data company—one that wasn’t biased by our core business. It started as an independent operation and later merged into Kidscorp when we realized the market was headed toward an integration of data, tech, and creativity. Today, we have the most robust U18 data stack in the region.
Another milestone was decoding family behavior—not just kids’ behavior. In many cases, parents are the buyers. As the industry became more tech-driven, we were the first to launch a DSP—a programmatic advertising platform specifically for the segment. When you’re out in the market every day, you start to recognize the perfect balance between innovation and unmet needs. That’s why we constantly ask ourselves what’s next, and build around our foundational pillars.
What are the non-negotiables for Kidscorp?
Protecting minors online. Making sure the ads we serve are both safe and relevant for the audience. Helping brands do this effectively while shifting their mindset away from adult-centric advertising approaches. We must acknowledge the challenge of connecting with a generation of digital natives constantly exposed to massive amounts of content.
What do U18 audiences seek today—if there’s any common ground at all?
It’s hard to generalize, but there are a few common threads that any brand looking to connect with this audience should keep in mind. Authenticity is one—whether it’s in friendships, environments, or brand relationships. Communication that doesn’t feel real doesn’t stand a chance.
They also value clarity—no fluff. They want to be entertained, with social platforms occupying a big chunk of their time. But this has also led to a gap in high-quality content for kids and teens. There’s demand—it’s not just about TikTok. And the best content isn’t always from big production houses; you can find amazing creators on YouTube or low-budget productions on streaming platforms.
For brands, quality content becomes the bridge to building a quality perception. U18s also express their identity through what they consume: music, videos, fashion, and the places they hang out.
What role do adults play in the consumption habits of this segment?
I always say the internet is like crossing the street—you hold your child’s hand. Parents need to guide their kids, even if there’s a digital knowledge gap. Families also have their own priorities: they want their kids to develop, both online and offline. They want them to be entertained, but also to find passions, explore interests, and access content that could even shape their future careers.
So, any company targeting families needs to understand family dynamics. Often, what a kid wants aligns with what their parents want for them. Both kids and parents want free access to content—and this is where advertising plays a key role as a sponsor for the next generation’s digital experiences. It’s our responsibility to ensure those sponsors are the right ones, in a healthy and sustainable ecosystem. That’s where we believe we can truly make an impact.
Are there categories that resonate more than others with U18s?
Some industries are definitely more attuned to the segment. In the younger age groups, the toy industry leads the way. The purchase decision is driven by an extended influence circle—parents, uncles, grandparents, family friends. Our data shows that 9 out of 10 parents say they wouldn’t buy something their child doesn’t show interest in.
Communication with parents varies by country. It’s often about product quality, durability, online availability, or flexible payment options. For teens and young adults, it’s more about streaming platforms (with individual accounts once they reach 18), fintech (with Mercado Pago leading), and food & beverages (where they use their own money and influence household purchases, with a growing demand for healthier options). Gaming, which traditionally skewed male, is now expanding to female audiences. Fashion is also becoming more gender-inclusive. These younger consumers are extremely attractive to brands—it’s more expensive to win over someone loyal to a competitor than to connect with a new generation from the start.
What’s next for Kidscorp?
A few years ago, we decided to build the most advanced and disruptive tech infrastructure globally. Today, our platform powers major companies looking to reach and sell to U18 audiences, and we partner with top media agencies across the region.
Our focus is on strengthening our product to keep up with the pace of innovation and market disruption. At the same time, we’re taking steps to become a truly global company. We already lead in Latin America, with operations in the most relevant markets and clients throughout the region.
Looking ahead, our goal is to become a global brand—powered by Latin American talent and driven by purpose, values, and innovation. There are big challenges and exciting adventures ahead for regional talent. And we’re embracing that future with a renewed brand identity that reflects who we are today and how we want to show up moving forward.
For more information: kidscorp.digital
