DoubleVerify partners with Roblox to verify in-game video and display ads
DoubleVerify has partnered with Roblox to integrate its media quality and performance measurement suite across Roblox's advertising inventory. The collaboration provides advertisers with fraud, viewability, and brand safety verification for display, in-game video ads, and upcoming Rewarded Videos.
Key Takeaways
- Measurement covers all Roblox inventory globally, including mobile, desktop, and console platforms.
- The integration provides fraud/IVT and viewability metrics for direct-sold Billboard image and in-game video ads.
- Upcoming Rewarded Video ads will support DV Authentic Attention tags to track attention and geo-relevance.
- Roblox reported 85 million daily active users in Q4 2024, representing a core Gen Z audience for brands.
Why It Matters
The formal integration of third-party measurement on Roblox is a prerequisite for attracting the traditional brand spend currently tied to mature social and streaming platforms. By providing verified performance data in a 3D environment, Roblox is attempting to solve the 'black box' perception of gaming inventory and align its supply with industry standards for transparency. This move positions the platform as a credible alternative to linear and CTV for Gen Z reach. Watch for the programmatic expansion of Rewarded Video through the recently announced Google Ad Manager integration to drive a significant shift in Roblox’s ad revenue growth in 2025.
Additional Context
The DoubleVerify partnership arrives as Roblox aggressively expands its monetization infrastructure beyond its internal virtual economy. Per a company announcement in April 2025 at IAB Playfronts, Roblox is integrating Google Ad Manager to scale its immersive ad offerings programmatically. This stack update allows brands to purchase Rewarded Video ads that offer users in-game benefits for watching 30-second clips. Early testing and internal audits by Roblox indicated high engagement for these formats, with average completion rates exceeding 80%. Financial results from early 2025 highlight the urgency of these ad-tech initiatives. Per Roblox's Q4 2024 earnings report, revenue grew 32% year-over-year to $988.2 million, driven largely by a 19% increase in Daily Active Users to 85.3 million. However, the company continues to carry significant net losses—reported at $219.6 million for the quarter—as it pivots from a pure-play gaming platform toward a comprehensive media ecosystem. Executives aim to capture 10% of the $180 billion global gaming content market, supported by artificial intelligence tools that streamline content discovery and safety. Roblox is also diversifying its third-party verification pool to reassure skeptical media buyers. Alongside DoubleVerify, the platform has established partnerships with Integral Ad Science (IAS), Kantar, and Nielsen, per Marketing Dive in April 2025. This multi-vendor approach is designed to verify that more than 61% of its daily active users are over the age of 13 and thus eligible to see ads. These measurement tools are critical as Roblox begins connecting to major supply-side platforms including PubMatic and other demand-side partners to compete for premium global ad budgets.
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