Roblox taps ad-tech firm PubMatic to boost sales of video ads

PubMatic

10/04/2024 16:21

April 10 (Reuters) - Roblox  RBLX.N  has hired PubMatic
 PUBM.O  to help ramp up sales of new video advertisements the
gaming platform expects to launch later this year, the
advertising tech firm said on Wednesday.
    Roblox began testing video ads towards the end of 2023 as
part of its latest efforts to monetize its platform. Creators of
virtual realms on the videogame who enable these ads in their
experiences will get a share of the revenue.  
    Shares of the loss-making company, which had more than 71.5
million daily active users at the end of fourth quarter,  rose
more than 3% in a weak broader market. 
    The deal with PubMatic will allow brands to purchase
Roblox's video-ad inventory through real-time bidding that will
be served to users who are 13 and older.     
    The platform has partnered with brands including Adidas
 ADSGn.DE , Nike  NKE.N  and sports car maker Lamborghini to
engage its fans in the virtual world.
    Roblox, which depends on in-game purchases of virtual
currency "Robux" to generate revenue, has stepped up efforts to
diversify and move beyond it core audience of 9 and 12 years.
    

 (Reporting by Harshita Mary Varghese; Editing by Sriraj
Kalluvila)
 ((HarshitaMary.Varghese@thomsonreuters.com;))