Roblox plans to scale its advertising business further in the coming year — and to back up the vision, the company has revealed a new homepage ad format at CES 2026.
After sponsoring a creator-focused session at CES 2025, Roblox is growing its presence at this year’s CES conference in the Las Vegas Convention Center, with the company hosting a dedicated, Roblox-branded meeting space and Roblox-affiliated speakers showing up across different panels and activations in and around the event, from the AdWeek House to the Female Quotient’s Equality Lounge.
“If anything, we’ve enhanced our presence from last year,” said Roblox vice president of global brand partnerships and advertising Stephanie Latham in an interview with GamesBeat.
Today, January 6, Roblox is starting the year with a bang, revealing a range of new updates and data during a media roundtable at CES. Amid the announcements were the new “Homepage Feature” add format — which will run alongside the platform’s pre-existing sponsored homepage ads — and a newly announced partnership with Amazon DSP, as well as numbers showing that Roblox’s Rewarded Video ad format has completion rates of over 90 percent, with over 95 percent average viewability.
“This is standard for the industry — perhaps slightly above the industry benchmark, I would say,” said Roblox vice president of ads and commerce products Louqman Parampath in an interview with GamesBeat. “And so we are excited about the prospect, and it can only go up from here.”
Roblox’s new Homepage Feature ad format is intended to help players preview experiences on the platform by placing a video creative inside a more immersive, three-dimensional viewing environment. (See below for a preview of what this looks like, featuring Roblox’s alpha test advertising partner Sam’s Club).
Roblox intends for both mainstream brands and larger endemic creators to use the Homepage Feature advertising format, with Latham telling GamesBeat that pricing for the format will be on a sliding scale and “very comparable to CPMs on other platforms for similar units.” It will be a targeted format, with brands able to select the demographic and geographic groups they want to reach, meaning different users will be served different Homepage Feature ads based on their location and identity data.
“This ad placement is strategically located where the most relevant games are being served — creating an organic, stronger connection to the audience than ‘traditional’ digital ad placements,” said Sam’s Club partnerships and growth marketing lead Leslie Shepard in a press release. Other advertisers that participated in the Homepage Feature alpha test included e.l.f. beauty and Universal Pictures’ “Five Nights at Freddy’s 2.”
With Amazon DSP and other players entering the fold in 2026, the full list of demand- and supply-side platforms that offer Roblox ads now includes Pubmatic, Index Exchange, Magnite, Amazon and Liftoff, creating more opportunities than ever for advertisers to programmatically purchase Roblox ads at scale. For creators, this expansion has not yet sparked a meaningful shift in how they monetize their experiences, according to David Taylor, the CEO of the Roblox publisher and data analytics platform Creator Games, who flagged the measurement challenges of three-dimensional ad formats as one reason why Roblox ads haven’t scaled up faster.
“On mobile, if you just show a pop-up, it’s pretty easy to measure, whether the player saw it or not. Did it show up? Yes or no,” Taylor said in an interview with GamesBeat. “But in 3D, it’s like, ‘well, where was it on the screen, and was it in full view? What angle was it at?’ So there’s a ton of telemetry that goes into measuring a view.”
Latham denied that measurement had been the most significant sticking point for advertisers looking to purchase programmatic ads on Roblox, pointing out that the way the platform offers its Rewarded Video format is “on par” with the buying and measurement experience offered by other platforms.
“The whole premise of Rewarded Video — and, honestly, some of our new homepage units — is actually to meet the market where they are, and provide solutions that they know how to measure,” she said. “As we think about the future and other things that we will invent and launch and do in 3D immersive, 1,000 percent we need to work with the whole industry on measuring that, but that has not been our experience in market of the biggest piece of feedback.”