Integral Ad Science (IAS) has partnered with Roblox to provide 3D immersive measurement for the online gaming platform as it makes its video ad solutions available to all advertisers.

Roblox, which had over 71.5 million daily users as of Q4 2023, has opened up its video ads, allowing brands to utilise their existing video creatives for ad campaigns on Roblox, without the need to build custom 3D content.

The partnership will see IAS's Viewability and Invalid Traffic (IVT) Measurement products available for advertising campaigns on Roblox later this year, providing advertisers with increased transparency into the quality of their Immersive Ads within complex 3D environments.

IAS's 3D in-experience Viewability and IVT Measurement will be available through the IAS Signal platform, with IAS set to launch 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. The integration will also include Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.

“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 IAS CEO, Lisa Utzschneider. “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.”

Roblox global head of brand insights and measurement, Allison McDuffee, said the partnership will see to the development of industry leading measurement tools. "We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS."

IAS will provide trusted, third-party daily reporting through IAS Signal, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more. A recent study by IAS found that 69% of gamers are open to non-disruptive in-game ads.