Roblox (RBLX) announced new “immersive” ad formats, with the company saying it is scaling its advertising platform with new formats and tools designed to “solidify Roblox as an essential channel where brands can measure results and build authentic, lasting connections with Gen Z and Gen Alpha users.” “Today, we are introducing the Homepage Feature-a premium format that connects brands directly to the next generation on the Roblox homepage, which is the starting point for over 151 million daily active users,” Roblox said. “This new ad unit delivers brand-building reach with CPM-based buying, supported by key targeting and measurement options. When users click the ad, they experience the brand’s video creative transformed into an immersive, 3D environment without the need for complex development.” The company also said it is expanding its programmatic partnerships, using Amazon DSP (AMZN) and Liftoff for Demand-Side Platforms and Index Exchange, Magnite (MGNI), and PubMatic (PUBM) for Supply-Side Platforms.
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