Singapore – Global media measurement and optimization platform Integral Ad Science (IAS) has recently announced its first-to-market integration with a global immersive video game platform Roblox.
Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their ads within complex 3D environments.
In line with this, Roblox also announced that its video ads are now available to all advertisers, enabling them to reach its community of users ages 13 and over at scale. The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats such as billboard-style image ads.
Going into detail, this partnership is in line with IAS launching new features, including global 3D in-experience measurement coverage with advanced viewability and invalid traffic metrics, as well as third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights to advertisers.
Talking about the partnership, Lisa Utzschneider, CEO of IAS, said, “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.”
Meanwhile, Allison McDuffee, global head of brand insights and measurement at Roblox, commented, “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.”
