Industry-Leading Viewability and Invalid
Traffic Measurement to Provide Global Brands and Agencies Increased
Transparency into Immersive Environments on Roblox
NEW
YORK, May 1, 2024 /PRNewswire/ -- Integral Ad
Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today 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 Q4
2023, announced today its video ads are now available to all
advertisers,1 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 dedicated to supporting advertisers wherever they are,
and that includes providing unique, effective ad measurement
solutions across emerging mediums such as immersive 3D
environments," said Lisa
Utzschneider, CEO, IAS. "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."
IAS is launching new features and functionality for advertisers
across Roblox later this year, including:
- 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.
"This partnership will help us develop industry leading
measurement tools to establish and maintain trust with our
advertising partners," said Allison
McDuffee, global head of brand insights and measurement at
Roblox. "We are committed to building measurement solutions
alongside innovation in 3D immersive spaces together with partners
like IAS."
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.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers. Our
mission is to be the global benchmark for trust and transparency in
digital media quality. For more information, visit
integralads.com.
Contact: press@integralads.com
1 All advertising on Roblox must
comply with Roblox's Community Standards and Advertising
Standards.
2 Ads on Roblox are
only served to people ages 13 and up (58% of DAUs in Q4 2023 were
ages 13 and up).
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SOURCE Integral Ad Science, Inc.