Roblox has partnered with technology company, PubMatic, to enable programmatic media buying of Roblox’s video advertising inventory when it goes live later this year.

As a result, the partnership will allow more brands to reach the online games’ global community of over 71 million daily active users.

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Meanwhile, Roblox will gain scaled access to premium brand advertising demand, the company revealed.

It added that Roblox users will also know when they are interacting with ad content, and ads will continue to only be served to users ages 13 and above.

Roblox VP of Global Partnership, Stephanie Latham, said: “We are committed to making it easier for brands to foster connections with our highly engaged community on Roblox.

“Partnering with PubMatic unlocks the opportunity for more advertisers to seamlessly engage this community through preferred content formats, like video while providing advertiser controls around brand suitability.

“The ad experience we offer on the platform is built to be immersive instead of disruptive, and true to the Roblox experience that our community of creators, users, and brands know and love.”

PubMatic Chief Revenue Officer, Kyle Dozeman, added: “We are thrilled to partner with Roblox to deliver a pioneering advertising solution that marries monetisation with user experience.

“Advertising creates significant opportunities for many companies, and it funds and fuels the endless potential of the internet. We look forward to empowering Roblox to maintain full control over its advertising ecosystem while enabling advertisers to reach their target audiences effectively.”