Roblox Partners with PubMatic
The partnership will allow more brands to seamlessly reach Roblox’s global community of over 71 million daily active users.
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Popular sandbox game Roblox has teamed up with PubMatic to offer immersive programmatic video advertising in its platform.
Stephanie Latham, VP of Global Partnerships at 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 for Americas at PubMatic, said, “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.”
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The partnership will allow more brands to seamlessly reach Roblox’s global community of over 71 million daily active users, nearly half of them representing the highly coveted Gen Z demographic, while Roblox will gain scaled access to premium brand advertising demand.
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 maximise access while ensuring unparalleled control and brand suitability.
This will enable the platform to tap into PubMatic’s vast demand, including supply path optimisation deals with advertising agencies and premium brands. The new partnership also complements PubMatic’s strength in connected TV, online video, mobile app and display with expansion into the social and native advertising segments.
