Global media measurement and data analytics company DoubleVerify (DV) has announced a strategic partnership with Roblox, one of the world’s largest immersive gaming platforms, to extend its suite of media quality and performance solutions to the platform’s advertising inventory. This collaboration reflects the growing importance of the gaming industry as a key digital advertising channel, particularly among younger, highly engaged audiences.
With over 85 million daily active users, Roblox presents a compelling opportunity for brands aiming to reach Gen Z gamers across mobile, desktop, and console devices. The platform offers immersive advertising experiences, including in-game Billboard Image Ads, video ads, and the soon-to-be-launched Rewarded Video Ads, which will appear in high-traffic areas like menus and virtual stores.
The partnership allows DV to provide its industry-leading measurement solutions across all of Roblox’s global advertising inventory. Through a custom integration with Roblox’s direct-sold inventory, DV will offer fraud/invalid traffic (IVT) detection and viewability metrics to ensure ads are delivered to real, engaged users.
Advertisers will also benefit from DV Authentic Attention®, which helps assess user engagement with ads. The solution suite includes metrics for brand safety, suitability, geo-relevance, and attention, enabling advertisers to protect and optimize their campaigns based on robust data.
The inclusion of pre-bid solutions — which assess fraud, viewability, and brand suitability before an ad is served — further enhances campaign efficiency and media investment outcomes.