Integral Ad Science (Nasdaq: IAS) integrated with Roblox, offering Viewability and IVT Measurement products for advertising campaigns. This provides advertisers transparency on Immersive Ads quality in 3D environments on Roblox.
Roblox, with over 71.5 million daily users as of Q4 2023, now offers video ads to advertisers, allowing them to target users aged 13 and up without creating custom 3D content. Brands can use their existing video creatives for campaigns on Roblox, including the new video ad format alongside other Immersive Ads like billboard-style image ads. Advertisers can reach their audience with IAS’s 3D in-experience Viewability and IVT Measurement, with reporting via the IAS Signal platform.
Lisa Utzschneider, CEO, IAS said, “IAS is dedicated to supporting advertisers wherever they are, and that includes providing unique, effective ad measurement solutions across emerging mediums such as immersive 3D environments. Our partnership with Roblox makes us the first measurement provider to bring enhanced visibility and transparency to the world of 3D immersive experiences on Roblox, giving advertisers the assurance they need that their ads are driving engagement and reaching real users.”
IAS is launching new features and functionality for advertisers across Roblox later this year, including:
- Global 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic metrics to give advertisers greater context on the performance of campaigns for a holistic view of media buys.
- Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.
- Trusted, third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.
Allison McDuffee, global head of brand insights and measurement at Roblox said, “This partnership will help us develop industry leading measurement tools to establish and maintain trust with our advertising partners. We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”
In a recent study, IAS found that 69% of gamers are open to in-game ads. This partnership with Roblox reflects IAS’s commitment to engaging advertisers in emerging mediums.
