Roblox is struggling to attract advertisers due to the absence of third-party measurement tools, which is making it difficult for agencies to convince brands to invest in advertising on the platform. Executives from various agencies have highlighted the reliance on Roblox's first-party data, which lacks the credibility that third-party metrics like Nielsen or Comscore provide. As Roblox seeks to expand its advertising revenue, projected to reach $1.2 billion by 2026, the demand for verified data is increasing among marketers, reflecting typical challenges faced by platforms as they grow and seek larger budgets.
"There's baseline media integrations, where the media is served through their first-party ad server, and then you get data back from their first-party ad server... There's no third-party Nielsen or Comscore that is showing you what is happening."
"Most of RBLX's engagement is entirely unmonetized, and ads are a key tool to turn that deficit into a strength."
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