Integral Ad Science will roll out measurement of 3D ads on game platform Roblox later this year.
The integration includes 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic (IVT) metrics.
Video ads on Roblox, which has more than 71.5 million daily users, are now available to all advertisers.
The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats, including billboard-style image ads.
“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," IAS CEO Lisa Utzschneider said.
Roblox's global head of brand insights and measurement Allison McDuffee said this partnership will help Roblox develop industry leading measurement tools to establish and maintain trust with advertisers.
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