Roblox ropes in PubMatic for video ads inventory

Delhi: PubMatic announced a partnership with Roblox with the aim to enable programmatic media buying of Roblox’s video advertising inventory when it becomes available later this year. 

The partnership will allow more brands to reach Roblox’s global community while Roblox will gain scaled access to brand advertising demand.

Like all advertising on Roblox, programmatic ads must comply with the platform’s Community Standards and Advertising Standards grounded in principles of making advertising safe, transparent, and respectful of people’s privacy while still creating opportunities for the community to innovate, engage and earn. This also means Roblox users will know when they are interacting with ad content, and ads will continue to only be served to people ages 13 and up.

“We are committed to making it easier for brands to foster connections with our highly engaged community on Roblox,” said Stephanie Latham, VP of global partnerships, 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.”

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

Roblox immersive video ads are going through an alpha test and will become broadly available to advertisers on Roblox later this year. The video ads inventory will ultimately be made available to PubMatic buyers via programmatic guaranteed, private marketplaces (PMPs), auction package deals and open exchange to maximize access while ensuring unparalleled control and brand suitability.