Roblox has hired PubMatic to help ramp up sales of new video advertisements, testing video ads towards the end of 2023 to monetize the platform. Creators enabling these ads will receive a share of the revenue.
The deal with PubMatic enables brands to purchase Roblox's video-ad inventory through real-time bidding, targeting users 13 and older. Roblox has partnered with brands like Adidas and Lamborghini for virtual engagements.
Roblox, known for revenue from in-game purchases of 'Robux,' aims to diversify beyond its core audience of 9-12 years, with over 71.5 million daily active users as of the fourth quarter.
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