SuperAwesome raises strategic financing from the Microsoft venture fund M12

SuperAwesome, the kidtech platform which powers COPPA-compliant advertising and community for developers, content owners and brands, has raised a strategic financing round from M12, Microsoft’s venture fund and others.

The company’s platform enables kid-safe advertising, video, community and parental consent functionality via a full set of tools for those working on kids digital engagement. With increased regulation via new digital privacy laws like COPPA, GDPR-K, and CCPA, SuperAwesome has seen a significant rise in demand for its platform.

With revenues growing at 50 per cent annually, SuperAwesome is now powering over 12b kids digital transactions every month.

Best known for its kid-safe ad platform which safely monetizes thousands of kids app developers and creators, in recent years the company has expanded into kid-safe community and parental consent.

The ‘powered by SuperAwesome’ logo is appearing on increasing numbers of consumer experiences which either directly or indirectly engage with kids. Customers include LEGO, NBC Universal, Hasbro, WPP, Omnicom, Dentsu, Mattel, Niantic, Wildworks and more.

Children’s digital privacy laws have been passed in US (COPPA), EU (GDPR-K) but are also being passed and expanded in China, Brazil and India.

In September, Google was fined $170m by the FTC for breaching COPPA and allowing kids personal data to be collected on YouTube. In Europe there is an ongoing investigation into the collection of children’s data by major tech companies.

Dylan Collins, CEO, said: “Historically the internet was designed to be used by adults but now over 40 per cent of new users are kids. We’re in the middle of a structural shift in the composition of the internet that requires investment in privacy and kidtech to support children. This is as big a transition as mobile was for the desktop internet.

“We’re delighted to welcome M12 on board. As the company building the kidtech infrastructure that makes the internet safer for children, it was very important to align with investors who share our values. With Microsoft’s leadership in privacy and of course their significant investment in Minecraft, it was clear we had a common set of perspectives about what the future of the internet looks like.”

Nagraj Kashyap, Microsoft Corporate vice president and global head of M12, added: “We are proud to welcome the SuperAwesome team to the M12 portfolio. Dylan has cultivated a mission-driven team dedicated to keeping the internet safer for kids—a critical priority for digital-first generations.

“Given Microsoft’s footprint in the identity management space, we’re excited to explore opportunities for partnership with SuperAwesome as well.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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