Roblox (RBLX), a popular online gaming platform with over 71 million daily users, is increasing its efforts to attract advertising revenue.
According to a report from The Wall Street Journal, Roblox has enlisted the help of ad technology firm PubMatic Inc. (PUBM) to boost video ad sales on its platform.
The publication reported that Roblox had started testing video ads that only appeared on virtual billboards for specific users last year.
However, soon, PubMatic will allow brands to buy video-ad inventory via a traditional online bidding process to be seen by users 13 years or older. Creators on Roblox who choose to display ads will receive a portion of the ad revenue generated by Roblox.
The WSJ quoted Stephanie Latham, vice president of global partnerships at Roblox, as saying that the goal for the company is to "remove friction and make it seamless to buy Roblox ads at scale."
She added that they are "very intentionally" looking for ways to bring their audience thoughtfully to all brands.
California-based company Roblox looks to be pushing into ads to capture a larger share of the growing game advertising market in the U.S.