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Roblox links up with PubMatic on programmatic video ads

Popular online game creation platform Roblox is expanding its ability to make advertising revenue, entering a partnership with digital advertising technology company PubMatic.

Through the partnership, brands will be able reach Roblox’s more than 71 million daily active users programmatically via the platform’s video advertising inventory. Brands will be able to activate campaigns within Roblox without creating custom-built content, and will only be able to serve ads to people aged 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 at 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.”

Currently, immersive video ads are going through alpha testing, before being made broadly available to advertisers later this year. The video ad inventory will be open to PubMatic buyers via programmatic guaranteed, private marketplaces, auction package deals, and open exchange.

“We are thrilled to partner with Roblox to deliver a pioneering advertising solution that marries monetisation 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.”