Roblox Partners with PubMatic To Boost Programmatic Video Ads Sales

PubMatic has partnered with Roblox, an online global immersive platform for communication and connection. An independent technology provider, PubMatic offers the future supply chain for digital advertising. After it becomes available later this year, the partnership will allow programmatic media buying of Roblox’s video advertising inventory. More brands will be able to easily connect with Roblox’s 71 million+ daily active users worldwide. The Gen Z demographic makes up nearly half of these as the platform scales access to premium brand advertising demand.

Roblox taps PubMatic for programmatic video ad sales

To boost sales of fresh video ads that the gaming platform Roblox plans to release later this year, the company has enlisted the services of PubMatic. Towards the end of 2023, Roblox started testing video ads as part of its most recent platform monetization initiatives. A portion of the profits will go to the video game’s virtual realm creators who allow these advertisements in their creations.

Roblox’s massive community

Roblox has developed an immersive community with millions of creators worldwide since 2006. Social gatherings, gaming, concerts, sports, fashion shows, educational opportunities, and entertainment are just a few of them. Roblox boasts one of the strongest virtual economies globally, so the growth of its advertising division will facilitate easy access to this community and let brands engage with it without having to produce original content.

Transparent programmatic ads on Roblox

Programmatic ads on Roblox, like all other advertising on the platform, are subject to the Community Standards and Advertising Standards. These standards are based on the idea of making advertising transparent, safe, and considerate of people’s privacy while also providing chances for community members to participate, innovate, and make money. Additionally, Roblox users will be aware when they are engaging in advertising, and only users 13 years of age and older will continue to receive ads.

Read More: Postmedia Releases Puzzmo, A New Puzzle Game Platform, Exclusively in Canada

Availability of Immersive Video Ads

Later this year, advertisers will be able to run their own Roblox immersive video ads after they pass an alpha test. To maximize access and guarantee unmatched control and brand suitability, the video ad inventory will eventually be made available to PubMatic buyers. These will be available via programmatic guaranteed, private marketplaces (PMPs), auction package deals, and open exchange. By doing this, the platform will be able to take advantage of PubMatic’s enormous demand. It includes supply path optimization agreements with premium brands and advertising agencies. The new partnership expands PubMatic’s reach into the social and native advertising segments. Furthermore, it enhances its strengths in connected TV, online video, mobile apps, and display.

Roblox for Brands

Roblox recently launched its “Roblox for Brands” website in March of this year. It is a resource that offers brands information to help them make the most of the platform in addition to its partnership with PubMatic. Additionally, Roblox updated its Ads Manager with new brand suitability controls. These assist advertisers in determining which experiences best fit their brand’s objectives. Roblox, which makes money from in-game sales of virtual currency called “Robux,” has increased its efforts to broaden its customer base beyond children between the ages of 9 and 12.

Here’s what they said

Stephanie Latham, VP of global partnerships, Roblox said,

“We are committed to making it easier for brands to foster connections with our highly engaged community on Roblox. 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.”

Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic commented,

“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.”

Read More: Mercedes-Benz and Google Strengthen Partnership for AI Powered Customer Experience