One of the leading global media measurement and optimization platforms, Integral Ad Science, has entered into a first-to-market integration with ROBLOX, which has more than 71.5 million daily users as of Q4 2023 and is now opening its video ads to all advertisers.

With video ads on ROBLOX likely to open later this year, brands don’t need to build custom 3D content and can use their existing video creatives for ad campaigns on ROBLOX to reach its community of users ages 13 and over at scale.

As part of the integration deal, IAS’ Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within complex 3D environments on ROBLOX via IAS Signal Platform.

The new video ad format joins the broader suite of ROBLOX’s Immersive Ads offerings that include other formats like billboard-style image ads.

Additionally, IAS is also launching a slew of new features and functionality for advertisers across Roblox later this year, including:

1. 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.
2. Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.
3. 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.

Commenting on the development, Lisa Utzschneider, CEO, Integral Ad Science, 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,” she added.

To this, Allison McDuffee, Global Head of Brand Insights and Measurement, Roblox, added, “This partnership will help us develop industry leading measurement tools to establish and maintain trust with our advertising partners. We are committed to buildg measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”