Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Kid-centric mobile gaming companies reach settlement to stop tracking children under 13

The news: Disney, ViacomCBS, and several ad tech companies have reached a settlement in a series of lawsuits alleging that the companies collected personal data from children under 13 and used it to target ads to them, without the knowledge or consent of parents. The defendants have agreed to remove or disable the software they used to track users from “tens of thousands'' of apps, per MediaPost.

More on this: The suit specifically focused on developers of children’s mobile gaming apps, like the very popular “Subway Surfers” from Kiloo and Disney’s “Princess Palace Pets.” Kids’ gaming apps have been under fire for years for manipulative or deceptive advertising intended to push children to make in-app purchases. And with kids’ mobile screen time rising sharply during the pandemic, there’s been even more cause for concern. Gaming in particular has been the No. 2 most popular mobile activity of US kids ages 8 and younger for four years, well before the suit was filed—in 2017, 70% of parents reported their child played mobile games, per a study by Common Sense Media.

What this means: Mobile gaming tends to be more resilient to privacy changes, such as Apple’s upcoming AppTrackingTransparency update, since games are typically owned by a few large publishers that can use first-party data to track and target ads. But this settlement effectively rids the involved mobile game developers of that advantage by barring them from using cross-app tracking.

While this settlement applies only to the companies named in the suit, it’s likely that more privacy changes will follow, forcing publishers of children’s mobile gaming apps to rely more heavily on contextual targeting.