As restrictions around behavioural tracking and targeted advertising to minors tighten, the mechanics of reaching younger consumers are set to change significantly, but the more consequential disruption may not be in targeting at all. It may be in measurement. This Storyboard18 feature explores how child-focused digital advertising budgets could shift towards contextual media, creators, retail platforms and household targeting, featuring Mihir Mehta, Managing Partner at 0101.Today, who cautions against viewing the change as a sudden migration of a large pool of behavioural spend. Mehta argues that restrictions become most consequential not in ad delivery but in what comes after, collecting data, profiling younger audiences, retargeting them and attributing whether exposure led to a purchase. He points to retail media as a key beneficiary, since it allows brands to connect advertising closer to an actual purchase without having to identify the child who originally influenced it, and to the fundamental creative challenge this creates: the child creates the demand, the parent completes the transaction, and strategy increasingly needs to work on both sides. For Mehta, the industry’s real adjustment is learning to get comfortable reaching an audience without knowing everything about the individual behind the screen.
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