Children in this generation spend a lot of time in front of screens. Whether it’s an iPad or a flat screen, children today spend an average of five to seven hours looking at media of some sort, including the ads that come with it. With studies showing that greater exposure to alcohol advertisements leads to increased underage drinking, it seems like the right time to find ways to protect our children from digital messaging that can negatively impact their future. Luckily, one software company in Utah is offering a solution.
Filtrie, a Salt Lake City-based software company, has developed a way for parents to filter out ads on television that they deem inappropriate for their children. This new technology gives individuals unprecedented control to cater the ads viewed in their homes to personal interests, beliefs, and lifestyles.
Filtrie’s revolutionary approach surveys how each individual’s household views ads. Instead of relying on out-of-date, door-to-door questioning to gather commercial data, Filtrie uses real-time algorithms to understand the target audience at any given time. In other words, the software knows if it’s just mom and dad watching their favorite late-night sitcom or if a child is present in the room—the ads will change accordingly.