SuperAwesome, the digital marketing platform for kids, has raised $21 million in a Series B round led by Mayfair Equity Partners.

The investment was first reported in July with SuperAwesome confirming the funding figure today. The news comes months after the UK-based company was reportedly considering an IPO; it would appear those plans are on hold.

SuperAwesome’s platform is used by kid-focused brands and media companies to carry out legal and compliant marketing campaigns that meet the requirements of regulations like COPPA in the US and the forthcoming GDPR in the EU. Its platforms like AwesomeAds and PopJams are used to link appropriate advertising to kids’ sites and apps.

According to the company, its platform is used to reach more than 400 million kids a month. This segment of the digital media market is tipped to be worth more than $1 billion by 2019. The company did not close any revenue figures but said it has seen growth of around 200% annually.

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