Roblox has partnered with Integral Ad Science (IAS) to enhance transparency in ad campaigns in its user-generated metaverse.
Through IAS’s Viewability and Invalid Traffic Measurement products, video ads in Roblox will soon offer advertisers more insight into their quality, performance, and effectiveness.
Expanding ad opportunities
Roblox’s video ad capabilities are now open to all advertisers as of May 1st, thanks to PubMatic. This allows advertisers to purchase 3D ad space and target users over 13 years old.
With a daily active user base of 71.5 million, Roblox offers a significant opportunity to connect with new customers. While the platform caters mainly to Gen Z, with half the player base belonging to this demographic, ads can target around 35 million daily Gen Z users and a smaller portion of older players.
Although these ads are now live, it will take a few months for IAS integration to provide accurate performance metrics for 3D ads. Once integrated, advertisers can track brand awareness and ensure their ads engage with real users, fostering a safe and transparent environment for brands on the platform.
While billboard-style ads and immersive experiences have been part of Roblox since 2023, the inclusion of video ads represents a new frontier. This is why the partnerships with PubMatic and IAS are crucial.
“Our collaboration with Roblox establishes IAS as the first measurement provider to offer enhanced visibility and transparency for 3D immersive experiences, ensuring that ads drive engagement and resonate with real users,” said Lisa Utzschneider, CEO of IAS.
Allison McDuffee, Roblox’s global head of brand insights and measurement, added, “This partnership will enable us to develop top-notch measurement tools to build and maintain trust with our advertising partners.”
In addition to innovations in advertising, Roblox has been leveraging AI technology in various areas, from enhancing 3D textures to providing live translation services.
