Roblox, an online game platform, has partnered with an independent technology company PubMatic to enable programmatic programmatic media buying of the brand’s video advertising inventory. This will allow more brands to reach Roblox’s global community of over 71 million daily active users. Roblox will also gain scaled access to premium brand advertising demand.
Stephanie Latham, VP of global partnerships at Roblox, said the platform is committed to making it easier for brands to foster connections with their 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, expressed the thrill of partnering 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.”
PubMatic highlighted that 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, auction package deals, and open exchange to maximize access while ensuring unparalleled control and brand suitability.”
It will enable the platform to tap into PubMatic’s vast demand, including supply path optimization deals with advertising agencies and premium brands.
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