If you serve ads in your app that is built for an audience of children then you know how important it is for the ads to be just as child-friendly as the actual app content is. Google agrees, that’s why they have taken the initiative to adjust their policies to provide more protection for children and families than ever before. 

You may have heard of Google Play’s Families Ads Program, but you may not understand a whole lot about it. This is why, in today’s article, we cover what this innovative program entails and answer some of the most frequently asked questions. 

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App Monetization Guide

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Google Play’s Families Ads Program Defined

Google has created a set of requirements and guidelines for Google Play publishers that are specifically designed for apps whose primary audience is children. These guidelines are focused on providing a great experience for families on Google Play and ensure that all ads that are displayed on those apps are appropriate for children. 

Publishers who join this program are required to use pre-approved ad networks and guarantee that the ads they show abide by Google’s new policies. The Designed for Families program helps parents find family-friendly content and ensure that the handling of personally identifiable information is done correctly.

Google Play’s Families Ads Program FAQs

Now that you have the gist of what Google Play’s Families Ads Program is all about, let's jump into some of the most frequently asked questions about the program.

What are ad SDKs?

A mobile software development kit, or SDK, is a collection of tools used to make the development of software for mobile apps much easier. Having all the tools necessary to build the standard app features in one place streamlines the software developer's work. 

What is the main benefit of joining Google Play’s Families Ads Program?

The primary benefit of joining Google Play’s Families Ads Program is increased CPMs. By joining the program, publishers of child-friendly apps help them become more discoverable by the appropriate users in the Google Play Store.  

What are the requirements if an app whose target audience includes both children and older users, serves ads?

In order for apps that target both children and older users to serve ads, there must be an implementation of age screening measures and reassurance that ads shown to children come exclusively from one of the self-certified ad SDKs that has been pre-approved by Google. 

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What are the requirements if an app whose target audience only includes children, serves ads?

If the app only targets children, to serve ads, you must use ad SDKs that have self-certified compliance with Google Play policies, including the ad SDK certification requirements that can be found here.

When is the use of Google Play Certified Ad SDKs required? 

The use of Google Play Certified Ad SDKs is only required if ad SDKs are being used to serve ads to children. 

If an app is not targeting ads to children, is the use of Google Play certified ad SDKs still required? 

The use of Google Play Certified Ad SDKs is only required if ad SDKs are being used to serve ads to children. However, regardless of if ads are being served to children or not, you are still responsible for ensuring that your ad content is compliant with Google Play’s User Data Policy and Families Policy. The following is permitted without a Google Play certified ad SDK: 

  • In-House Advertising whereby you use SDKs to manage cross-promotion of your apps or other owned media and merchandising.
  • Managing direct deals with advertisers whereby the SDK is used primarily for inventory management.

COPPA Compliant Ads with Playwire

Playwire’s SDK is in compliance with Google’s Families Ads Program. Not only is the SDK approved by Google’s program, but it is also CARU COPPA and kidSAFE Certified. In other words, we are experts in all things “child-safe content”.

Our RAMP platform makes COPPA-certified ad monetization simpler and smarter. So, stop worrying about staying up to date with new policies and apply to partner with Playwire today.

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