Kantar and IAS to Measure New Roblox Video Ads

Game company Roblox Corporation is to open up its platform to video advertisers, allowing them to reach those of its community of 71.5 million daily users who are aged thirteen and above. The firm has announced Kantar and Integral Ad Science (IAS) as its initial measurement partners.

Roblox describes itself as 'an immersive platform for connection and communication': users can play a vast number of different avatar-based games, and can create their own, as well as 'working, learning and connecting with each other', in a 'safe, civil and optimistic' environment. More than half its daily users are Gen Z, according to the firm, which already offers static ads.

Video ads are available now through the platform's self-serve Ads Manager, with a programmatic option coming soon via a partnership with PubMatic. They can be targeted by genre, and separate controls cover brand suitability and measurement.

IAS is integrating with Roblox to provide 3D in-experience Viewability and Invalid Traffic (IVT) measurement in complex environments - verifying that clients' Immersive Ads (video and image formats) are driving engagement with real users. This integration will be ready later this year, and in the meantime Kantar's Context Lab will provide insights into brand lift, using forced-exposure methodology for eligible video ad campaigns.

Enrico D'Angelo, the company's VP of Economy says the ads are 'immersive, not disruptive', explaining: 'We are focused on building powerful, native to Roblox solutions like video ads that bring advertisers inside 3D immersive experiences and serve their needs of innovating and engaging communities at scale in these new spaces. We are also leveraging and building upon industry standard advertising goals like completed views, evolving them to ensure more authenticity for our users'.

In the near future, Roblox will offer full integrations with multiple brand lift partners for industry-standard passive measurement of ad campaigns.

All ads must adhere to a code of standards insisting, among other things, that

• Users will know when they are interacting with ad content on Roblox
• ads will only be served to people ages 13 and up, and
• ad publishers must meet and maintain certain thresholds and requirements to participate and earn through ad monetization, such as being 18+ ID verified or maintaining a certain monthly unique visitor minimum threshold.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.