IPG Mediabrands has advised its clients to temporarily pause campaigns using Google’s Performance Max (PMax) due to concerns over potential violations of the Children’s Online Privacy Protection Act (COPPA). This comes after a new report suggested that YouTube ads may have improperly tracked children. Adalytics conducted the study and found that PMax could inadvertently lead to COPPA violations if personalized ads were served on “made for kids” videos. IPG Mediabrands has conducted its own investigation and determined that further action is needed to assess the impact on its clients. Meanwhile, Google has refuted the claims made in the report, stating that the research is flawed and highlighting measures it has in place to protect children’s privacy on YouTube.