UNDER STANDING THE NETS TOUGHEST CUSTOMER.(Rare Medium Web design firm targets the 13 years and...

Web users aged 13 and under are a surprisingly sophisticated and promising market, although tantalizing hard to track and target. Currently, the most popular children's sites are associated with major offline brands, such as Pokemon, Nintendo, Cartoon Network and Nickelodeon. However, blatant advertising puts children off. In addition, many children avoid educational sites like the plague.

WHY IT'S WORTH TARGETING THOSE ELUSIVE 13-AND-UNDERS. AND HOW TO GO ABOUT IT, AS A DESTINATION SITE OR OTHERWISE.

DAN RODDY, senior vice president for operations at the Los Angeles