Kidoodle alum Brenda Bisner to lead US operations at ad-tech firm Kidscorp

Former Kidoodle.TV chief content officer Brenda Bisner has been named managing director, US at youth-focused ad-tech platform Kidscorp.

Brenda Bisner

In the new role, Bisner will lead the company’s US team with the goal of forging deeper ties with American brands, agencies, studios and other media partners.

Founded in 2015, Kidscorp’s stated goal is to transform the advertising market for under-18s into a scalable ecosystem.

According to the company, its proprietary tech, dubbed its U18 Advertising OS, spans “the full advertising cycle, from audience insight to planning, creative, delivery and measurement across YouTube, [connected TVs], games, and apps.” It is also already used by many top brands and agencies.

Led by co-founder and CEO Demian Falestchi, Kidscorp launched in Argentina in 2015 and later expanded into Mexico, Colombia, Brazil, Mexico, Chile, Peru and the US. It has worked with American brands for several years but described Bisner’s appointment as a “next step” as it looks to grow its local US team and enable brands to reach under-18s more effectively.

Kidscorp said while the US has more than 70 million children and teenagers, traditional ad-tech struggles to reach them across fragmented platforms and media environments. The company’s goal is to harness that data, share it with brands and allow them to reach youth audiences more effectively.

For Bisner, who will report to Falestchi, the appointment comes less than three months after she left Kidoodle.TV after its parent company A Parent Media Co was placed in receivership.

During her time at Kidoodle, Bisner led acquisitions, content strategy and partnerships, playing a central role in taking the kids-focused AVoD platform into more than 160 countries and building a library that spanned over 40,000 episodes from shows like Sesame Street, SpongeBob, PAW Patrol, Barbie and Ryan’s World.

“Under-18 media is at a breaking point. The models that fund great children’s content are eroding, and too much of the money meant for kids and teens never reaches them,” said Bisner.

“From my first conversation with Demian, we saw it the same way: this isn’t an audience problem; it’s a plumbing problem. The pipes connecting brands to young audiences were built for adults. I’ve spent 28 years helping great kids’ content find its audience. Kidscorp fixes the other half, so brands can reach kids and teens with precision, in spaces made for them. When that works, the people doing right by kids can keep doing it. That’s the work I came here to do.”

Falestchi added: “From the day we met, we saw the same problem and the same chance to change this industry together. She knows it from the inside, and she shares what we’ve believed since 2015: kids and teens deserve advertising built for them, not adapted from adults.”