Roblox partners with PubMatic for programmatic video ads

Roblox, the popular online game creation platform, has announced a new partnership with digital advertising technology company PubMatic to enhance its advertising revenue streams. With over 71 million daily active users, Roblox will now offer brands the opportunity to connect with its massive audience through video advertising inventory in a programmatic way.

This partnership will allow brands to run campaigns on Roblox without the need for custom-built content. Advertisers will only be able to target users aged 13 and above to ensure brand suitability and alignment with the platform’s values. Stephanie Latham, VP of global partnerships at Roblox, expressed the company’s commitment to simplifying the process for brands to engage with the platform’s community through video content, while maintaining an immersive and non-disruptive ad experience.

Currently in alpha testing, the immersive video ads will become available to advertisers later this year. PubMatic buyers will have access to the video ad inventory through programmatic guaranteed, private marketplaces, auction package deals, and the open exchange. Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic, praised the collaboration with Roblox, highlighting the innovative advertising solution that balances monetization with user experience.

The partnership between Roblox and PubMatic aims to empower Roblox to maintain control over its advertising ecosystem while enabling advertisers to effectively reach their target audiences. This strategic move underscores Roblox’s dedication to providing a seamless and engaging advertising experience for its community of creators, users, and brands.