With the introduction of video ads and e-commerce, Roblox looks to attain platform status
With the launch of e-commerce on Monday and video ads today, Roblox has made its ambitions loud and clear. No longer satisfied with being a hub for gamers, the company is looking to transform into a destination for all aspects of digital life — including advertising.
As of today, Roblox has expanded access to its video ad inventory to all advertisers, following a six-month beta test that kicked off in November 2023. Marketers can purchase video ads through Roblox’s self-serve Ads Manager tool, and the company has also partnered with PubMatic to allow brands to programmatically purchase video ads on Roblox in the near future.
“Advertisers are keenly interested to constantly find new ways to put the brand in a different light — and I think this is pretty new and pretty different,” said Kyle Dozeman, PubMatic chief revenue officer for the Americas. “They’re already major believers in video; they’ve put a lot of investment into their video assets. Finding new ways to put those in front of consumers, and a different and kind of unique, very engaged consumer set, is pretty exciting for them.”
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Source:: Digiday
