At Cannes Lions, Roblox announced new ad research and measurement partnerships. Ipsos is set to become a strategic partner for Gen Z and Gen Alpha behavior research, while EDO is expected to help brands measure virtual events and campaigns against familiar TV and streaming benchmarks.
Roblox is pushing the idea that immersive advertising is not just seen, but experienced inside a game. For brands, the work is an attempt to make virtual activations more measurable and easier to understand in media planning.