Roblox to offer in-game programmatic video ad buys via PubMatic tie-up

Online game platform Roblox has partnered with independent technology company PubMatic to enable programmatic media buying of its video advertising inventory. 

Brands will be able to gain access to over 71 million daily active users across the Roblox platform, especially ones within the Gen Z demographic as they make up nearly half of the community, while Roblox will gain access to premium brand advertising demand. 

The integration is conscious of making sure all programmatic ads comply with the platform’s Community and Advertising Standards and Roblox users will be able to know when they are interacting with ad content. Ads will also only be served to users aged 13 and up.

Roblox’s VP of Global Partnerships, Stephanie Latham, said that Roblox is committed to making it easier for brands to foster connections with its “highly-engaged” community on the platform. 

Latham said: “Partnering with PubMatic unlocks the opportunity for more advertisers to seamlessly engage this community through preferred content formats, like video, while providing advertiser controls around brand suitability.

“The ad experience we offer on the platform is built to be immersive instead of disruptive, and true to the Roblox experience that our community of creators, users, and brands know and love.”

Immersive video ads on Roblox are currently going through an alpha test but are expected to become more broadly available to advertisers later this year through programmatic guaranteed, private marketplaces, auction package deals, and more.

Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic, said: “We are thrilled to partner with Roblox to deliver a pioneering advertising solution that marries monetization with user experience.”

“Advertising creates significant opportunities for many companies, and it funds and fuels the endless potential of the internet. We look forward to empowering Roblox to maintain full control over its advertising ecosystem while enabling advertisers to reach their target audiences effectively.”

In addition to partnering with PubMatic, Roblox also recently introduced its ‘Roblox for Brands’ website in March this year which is a resource that supports brands with information to help them get the most out of the platform. Roblox also added new brand suitability controls to its Ads Manager which help advertisers filter which experiences align the most with their brand’s goals.