Roblox Enables Under-13 Advertising, Partners Exclusively with SuperAwesome
Roblox is opening up advertising to users under 13 for the first time, partnering exclusively with SuperAwesome for this segment. The ad strategy will focus on direct deals, contextual targeting, and strict compliance with COPPA and GDPR, utilizing new age verification and user tiers. This move aims to monetize a significant portion of Roblox's daily active users while prioritizing child safety and regulatory adherence.
Key Takeaways
- Roblox previously did not show ads to users under 13; this marks a policy change.
- SuperAwesome is the exclusive ad partner for Roblox's under-13 audience.
- Ads for this cohort will be limited to direct deals, banner ads on the home screen, and in-game billboard placements; rewarded video ads are excluded.
- Targeting will primarily be contextual, based on the Roblox experience, with generalized demographic filters (country, gender, age range) also available.
- As of Q4 2025, 35% of Roblox's age-verified daily active users were under 13, out of 144 million total DAUs.
Why It Matters
Roblox monetizes a significant portion of its user base, 35% of whom are under 13, through a controlled advertising environment. This move could influence how other platforms with large youth audiences approach advertising, emphasizing compliance and brand safety over programmatic scale. Watch for Roblox's subsequent earnings reports to assess the revenue impact and for any regulatory or parental feedback on this new advertising model.
Read full article at adexchanger.com