Integral Ad Science announced a first-to-market integration with Roblox, a global immersive platform for connection and communication. 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 Immersive Ads within complex 3D environments. Roblox, which has more than 71.5 million daily users as of Fourth Quarter 2023, announced its video ads are now available to all advertisers, enabling them to reach its community of users over the age of 132 at scale.

With video ads, brands don't need to build custom 3D content and can use their existing video creatives for ad campaigns on Roblox. The new video ad format joins the broader suite of Roblox's Immersive Ads offerings that include other formats -- for example, billboard-style image ads. Advertisers will be able to confidently reach their audience across immersive environments on Roblox with IAS's 3D in-experience Viewability and IVT Measurement with reporting available through the IAS Signal platform.

IAS is launching new features and functionality for advertisers across Roblox later this year. 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. Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.

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. In the recent study Converting Gamers to Consumers, IAS found 69% of gamers are open to non-disruptive in-game ads. This latest partnership with Roblox is another demonstration of IAS's commitment to emerging mediums where advertisers are looking to engage with consumers.