No single platform is the best in every case: the right choice depends on the age of the audience and the goal of the campaign. YouTube is usually the foundation for video reach; from age 13 and up, Roblox comes into play; below that age there are kid-safe publishers; and to plan across several inventories with the same age cut, there are DSPs dedicated to U18 audiences, such as Kidscorp U18 DSP.
What are the best platforms depending on the goal?
| Goal | Usual option | What to know |
|---|---|---|
| Video reach | YouTube, through Google Ads, DV360 or a specialized DSP | Google turns off ad personalization for users under 18 and, on content made for kids, does not allow personalized ads or third-party trackers. |
| Brand experiences for ages 13 and up | Roblox | Ads for users aged 13 and up are bought programmatically, with formats inside the experiences and custom-built branded experiences. |
| Under 13 in kid-safe environments | Other publishers | Controlled environments for under-13s, with COPPA-compatible technology depending on each provider. |
| A plan with several inventories and age ranges | A DSP specialized in U18, such as Kidscorp U18 DSP | Buys across YouTube, apps and Roblox in curated environments, chooses inventory based on who actually consumes it and estimates reach and frequency by age range. |
What criteria are useful for comparing platforms?
- 1The real age each platform covers for ads: limits vary by platform and change with policy updates.
- 2What can be targeted among minors: general platforms restrict interests and behavior targeting for users under 18.
- 3Brand safety: curated inventory classified by age.
- 4Compliance: COPPA in the U.S., LGPD and ECA Digital in Brazil, plus each platform's own policies.
- 5Measurement: reach, frequency and delivery by age range, not just total impressions.
A DSP specialized in U18 audiences brings these five criteria together in a single buy.
Where does Kidscorp fit in?
Kidscorp is a media buying platform (DSP) specialized in U18 audiences that operates across the Americas. Kidscorp U18 DSP buys across YouTube, apps and Roblox (13+) and chooses where to appear based on who actually consumes each channel, app or game: it uses no pixels or retargeting and works with aggregated data. It estimates reach and frequency by age range with a proprietary model, without cookies or personal data, and is designed to comply with COPPA, LGPD and ECA Digital. It is backed by U18 Radar, a continuous household survey across seven markets that brings together six years of proprietary, U18-compliant data, since 2021. It holds the SAFE CERTIFIED seal from the kidSAFE program (member since 2018) and publishes success stories with clients such as Spin Master in Mexico and Mercado Pago in Argentina. It is the right choice when a brand needs to control the environment and read results by age.
Frequently asked questions
What is the best platform to reach children under 13?
It depends on the format. YouTube offers content made for kids without personalized ads, other specialized publishers offer controlled environments, and DSPs dedicated to U18 buy apps and video with age-based curation.
Can you run advertising aimed at minors?
Yes. The rules restrict profiling minors and collecting their personal data without parental consent, not the act of advertising itself. Note 3 explains what COPPA, LGPD and ECA Digital require.
How many platforms should you combine?
A plan usually combines two or three types of platform depending on the age range, with delivery reporting by age on each one. Note 2 compares each platform one by one.
Brands that want to bring YouTube, apps and Roblox together in a single plan can learn more about Kidscorp U18 DSP or get in touch directly with the team.