Roblox has brought on a new measurement partner to help advertisers more easily compare its platform’s performance against traditional television advertising.
Today, June 18, the television advertising measurement firm Edo announced a new partnership with Roblox. Edo will measure the performance and outcomes of both rewarded and billboard video ad campaigns on Roblox, as well as branded events, integrations, and influencer takeovers, with advertisers able to compare the performance of Roblox video ads against the broader TV landscape using Edo’s tools.
“Modern marketers expect the ability to measure and compare performance across the increasing number of screens where today’s consumers are most engaged,” said Edo president and CEO Kevin Krim in a press release. “We’re thrilled to bring our capabilities to Roblox as our inaugural gaming partner, because we’re committed to helping brands and platforms have immediate, investment-grade outcomes data covering touchpoints as diverse as linear and streaming TV, immersive gaming, and more.”
Roblox is confident that Edo’s measurement tools will show the strength of the user-generated content platform’s advertising inventory compared to traditional TV advertising. During a pilot test, Edo measured the performance of both video ads and virtual events on Roblox, with the companies observing measurable lifts in brand engagement during events, according to the press release. Edo, which describes its measurement products as “investment-grade,” uses AI technology to glean insights from its data.
“Advertisers are increasingly looking for consistent, transparent ways to evaluate performance across their marketing channels,” said Roblox global head of brand insights and measurement Allison McDuffee in the press release. “As Edo’s inaugural gaming outcomes measurement partner, we’ve been able to deepen our understanding of what drives effectiveness in immersive environments while providing brands with the rigorous measurement frameworks they expect from their media investments.”
Roblox and Edo’s partnership announcement follows Roblox’s announcement of its updated advertising revenue share framework for 2027 yesterday, June 17. Beginning next year, Roblox plans to charge creators a fee for operating brand integrations in their experiences, with fees calculated based on the total number of impressions incurred by an experience during a campaign. Improved measurement will allow Roblox to more accurately determine creators’ revenue share fees, although Roblox senior product manager for ads and monetization Nick McLachlan said that the announcements were “not directly linked” in an interview with GamesBeat.
“New generations are spending more time here and less time on things like TV and traditional social, but that’s where all of [advertisers’] media budgets are — and especially when you’re going up in the generations, that’s typically how people are anchored and measuring,” McLachlan said. “So, as you’re shifting budgets over, it’s only going to be common practice that we have to show you that it’s more impactful and engaging.”
Roblox’s partnership with Edo reflects the company’s ongoing push to convince more advertisers to include Roblox in their marketing budgets — and the critical importance of measurement tools in making this goal a reality. Edo is joining a coterie of advertising measurement partners accrued by Roblox in recent years, which also includes companies like Integral Ad Science, DoubleVerify, and Nielsen.
“We do think the audiences are here, but we need to be able to show our business that this is driving meaningful outcomes — and you’re going to get that by comparing it to other formats, like TV or like social, and then articulating that Roblox is doing a better job than other platforms,” McLachlan said.