KUALA LUMPUR: PubMatic announced a partnership with Roblox, a global immersive platform for communication and connection, 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 of over 71 million daily active users, nearly half representing the Gen Z demographic, while Roblox will gain scaled access to premium brand advertising demand.
PubMatic Americas Chief Revenue Officer, Kyle Dozeman said the company is looking forward to empowering Roblox to maintain full control over its advertising ecosystem while enabling advertisers to reach their target audiences effectively.
“We are thrilled to partner with Roblox to deliver a pioneering advertising solution that marries monetisation with user experience. Advertising creates significant opportunities for many companies, and it funds and fuels the endless potential of the internet” he said in a statement.
Meanwhile, Roblox Vice President of global partnerships, Stephanie Latham said: “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.”
Since 2006, Roblox has built a global community with millions of creators and immersive experiences, from social hangouts and gaming, to concerts, sports, fashion shows, education, and entertainment.
With one of the most robust virtual economies in the world, the expansion of Roblox’s advertising business will enable seamless access to this community and allow brands to activate on the platform without creating custom-built content.
Like all advertising on Roblox, programmatic ads must comply with the platform’s community 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.
An independent technology company delivering digital advertising’s supply chain of the future, PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetisation by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. – Bernama
