Integral Ad Science, a global media measurement and optimization platform, has announced a groundbreaking integration with Roblox, a leading immersive platform, to deliver 3D immersive measurement solutions. This integration, a first in the market, will offer advertisers enhanced transparency into the quality of their Immersive Ads within Roblox’s intricate 3D environments.
Roblox, boasting over 71.5 million daily users as of Q4 2023, has opened its video ads to all advertisers, providing a scalable opportunity to connect with its user base aged 13 and above. Advertisers can leverage video ads without the need for custom 3D content, utilizing their existing video creatives for campaigns on Roblox.
Lisa Utzschneider, CEO at 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.”
These video ads complement Roblox’s suite of Immersive Ads, including billboard-style image ads, enabling advertisers to engage their audience confidently across immersive environments with IAS’s 3D in-experience Viewability and Invalid Traffic (IVT) Measurement.
Allison McDuffee, Global Head of Brand Insights & Measurement at Roblox stated “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.”
IAS’s upcoming features for advertisers on Roblox include global 3D in-experience measurement coverage, advanced Viewability and Invalid Traffic metrics, and integration with Immersive Ads such as image and video formats on mobile web and in-app.
Advertisers will benefit from trusted, third-party daily reporting via IAS Signal, providing crucial data and insights for campaign management, including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.
The Converting Gamers to Consumers study by IAS revealed that 69% of gamers are receptive to non-disruptive in-game ads. This partnership with Roblox underscores IAS’s dedication to emerging mediums, offering advertisers impactful opportunities to engage with consumers effectively.
