EDO, the TV outcomes company, announced on June 18, 2026 a partnership with Roblox that extends its investment-grade measurement framework to gaming advertising for the first time, applying the same engagement benchmarks used across linear and streaming television to branded virtual events and video ad campaigns on the platform.

What EDO and Roblox actually announced

The partnership makes it possible for brands running campaigns on Roblox to measure performance against the same convergent TV benchmarks EDO applies across linear and streaming environments. Until now, a brand that ran a TV campaign and a Roblox branded event had no shared methodology to compare the two. According to EDO, that gap is now closed.

EDO describes itself as a TV outcomes company. Its core data asset connects television ad airings to ad-driven consumer behaviors most predictive of future sales - primarily branded search activity measured in the minutes following ad exposure. The company says it has spent more than a decade accumulating this data across linear and streaming TV, and the Roblox partnership is the first time that infrastructure has been extended outside convergent television.

According to EDO, the pilot covered beauty, entertainment, streaming, and gaming brands. Every branded event analyzed produced measurable lifts in brand engagement tied to specific event windows.

Two methodologies, not one

What makes the announcement technically distinct is that EDO did not simply export an existing TV metric into gaming. The company built two separate measurement approaches, each adapted to a different type of Roblox campaign.

The first is Engagement Rate methodology, which EDO already uses across convergent TV. For Roblox, this applies to standard video ad campaigns - specifically rewarded video and billboard video placements. Each campaign receives an Engagement Rate score, which is then compared against EDO's syndicated competitive norms across categories. According to EDO, advertisers can benchmark immersive performance against the broader convergent TV landscape on a like-for-like basis.

The second methodology handles branded virtual events - a format that has no direct equivalent in traditional TV advertising. This covers virtual events, brand takeovers, and influencer-led activations. Rather than applying the Engagement Rate formula, EDO measures the lift in branded search engagement during the event window. The baseline for comparison is each brand's organic search engagement from adjacent weeks. The methodology accounts for day-of-week patterns, release cycles, and ambient news to separate the campaign signal from background noise.

Both methodologies run on what EDO calls its Vertical AI-powered framework - the same technical architecture behind its existing TV measurement platform. The framework processes the different input signals in each environment but produces outputs that can be compared across channels.

What the Roblox pilot covered

The pilot included rewarded video, homepage takeovers, and billboard placements measured against EDO's syndicated convergent TV engagement benchmarks. On the event side, the analysis covered a range of branded moments: major film and entertainment franchise integrations, artist-led virtual concerts, and platform-wide brand activations. According to EDO, each branded event across all genres produced clear, measurable lifts in brand engagement tied to specific event windows.

The categories tested - beauty, entertainment, streaming, and gaming - reflect the range of brands that have already committed advertising budgets to Roblox. They are also categories with distinct consumer behavior patterns, which makes the breadth of the pilot more informative than a single-sector test.

"Advertisers are increasingly looking for consistent, transparent ways to evaluate performance across their marketing channels," said Allison McDuffee, Global Head of Brand Insights and Measurement at Roblox. "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. This partnership helps advertisers evaluate Roblox alongside the rest of their media mix and better understand the business impact immersive advertising can deliver."

Kevin Krim, President and CEO of EDO, said: "As AI empowers true cross-media optimization, modern marketers expect the ability to measure and compare performance across the increasing number of screens where today's consumers are most engaged. 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."

Krim also noted: "Roblox shares our commitment to reliable outcomes measurement to power media optimization, and we look forward to extending this promise across the entire ad industry."

Context: Roblox's advertising infrastructure

Roblox has spent the past two years building a credible advertising business, and the EDO partnership arrives at a point when the platform's ad infrastructure has matured considerably. Roblox reached 151 million daily active users as of Q3 2025, growing eight times faster than the broader gaming industry. In January 2026, Magnite secured exclusive global rights to monetize Roblox's rewarded video inventory programmatically.

The platform's rewarded video format had already established a strong technical track record before this measurement partnership. Roblox's Q4 2025 shareholder letter revealed that rewarded video achieved completion rates exceeding 90% and viewability rates of 95% across more than 1,000 brands. Those figures came alongside the disclosure that 27% of age-verified users are over 18 - an important data point for brands that had previously treated Roblox as a youth-only environment.

The advertising infrastructure itself has grown through several layers. Roblox opened video ads to all brands in May 2024. The platform expanded its Google advertising partnership to include rewarded video in August 2025, with nearly 100 publishers integrated as the feature exited beta. In early June 2026, SuperAwesome was named as the platform's exclusive advertising partner for users under 13, using contextual rather than behavioral targeting. These developments together describe a platform that has been systematically building the supply, demand, and compliance infrastructure for a serious advertising business.

Measurement had been the remaining gap. Roblox was already a beta partner in Cint's Lucid Measurement platform, announced June 17, 2026, which merges brand lift and sales lift into a single in-flight dashboard. Allison McDuffee, who provided the quote in the EDO announcement, also appeared in the Cint launch one day earlier. That sequential cadence is not coincidental. Roblox is building out a measurement stack across multiple partners, and the EDO partnership adds a cross-channel outcomes layer that the other measurement relationships do not provide.

Context: EDO's expansion trajectory

The Roblox deal represents the first extension of EDO's measurement beyond convergent TV, and it follows a sequence of product launches that have positioned the company as a broader measurement infrastructure provider rather than a specialist TV data business.

In January 2026, EDO launched Always-On, a capability that automates performance data delivery directly into publisher platforms. NBCUniversal's Performance Insights Hub and Paramount's InView platform were the inaugural partners. The system feeds EDO's syndicated outcomes data covering all brands and categories into those publisher analytics environments without requiring separate measurement implementations for individual advertisers.

In February 2026, EDO announced ChatEDO, a conversational AI agent that lets agency teams query TV outcomes data using natural language. The system runs on AWS Bedrock infrastructure and uses multiple foundation models. It was positioned as a response to leaner agency teams who need answers quickly during client conversations without pulling additional data through dashboards.

On June 4, 2026 - two weeks before the Roblox announcement - EDO launched Ad EnGage Optimize, an autonomous campaign optimization suite covering frequency capping, creative rotation, audience targeting, and media planning. That product claims to reclaim up to 24% of ad budgets otherwise lost to waste in convergent TV campaigns. The Roblox partnership effectively extends the EDO data infrastructure into a new channel from which Ad EnGage Optimize could eventually draw signals as the relationship matures.

The IAB established its Gaming Measurement Framework in June 2025, setting baseline and additional metrics for gaming advertising across display, video, audio, and custom formats. That framework identified gaming as a category with over 80% of U.S. internet users identifying as gamers, and flagged the need for standardized measurement to give advertisers confidence. EDO's pilot with Roblox addresses exactly that need, using an outcomes-focused methodology rather than the attention and viewability metrics the IAB framework prioritized.

Why the measurement gap mattered

For much of gaming advertising's history, the measurement problem was structural rather than technical. Gaming platforms generate very different data signals from television. A user engaging with a branded virtual event on Roblox is not generating a linear sequence of impressions the way a TV viewer does. The event is interactive, variable in duration, and produces engagement patterns that television measurement methodologies were not built to interpret.

EDO's approach to this problem is notable because it anchors both gaming methodologies to a shared behavioral signal - branded search engagement. The same consumer action that EDO tracks after a TV spot airs is the signal it monitors during and after a Roblox branded event. This means the comparison between a television campaign and a Roblox activation is not based on proxies or estimated equivalences. Both measurements reference the same downstream behavior.

The event-driven lift analysis for branded events is particularly interesting from a technical standpoint. The methodology isolates engagement during the event window by comparing it to each brand's organic search baseline from adjacent weeks. It then applies corrections for day-of-week patterns, release cycles, and ambient news - the kind of confounding variables that typically make lift measurement noisy. This is a more sophisticated approach than simply comparing pre- and post-event search volume, and it is the same framework EDO uses to isolate the impact of TV airings from background brand activity.

For advertisers managing cross-channel budgets, the practical implication is significant. A media plan that includes linear TV, streaming, and Roblox can now be evaluated on a single set of engagement benchmarks. That makes allocation decisions between channels more defensible, because the comparison is apples-to-apples rather than a translation exercise between incompatible metrics.

What it means for marketing teams

The marketing community's push toward outcomes-based measurement has been well documented across the industry. The 2026 upfront season was dominated by conversations about outcomes, with multiple major broadcasters and streamers positioning their inventory against measurable business results rather than reach and frequency metrics alone. That pressure came primarily from large brands and holding company agencies that have invested heavily in media mix models and attribution infrastructure.

Gaming has generally sat outside that conversation. The platforms lacked the measurement credibility to compete for outcomes-oriented budget. Roblox's video completion rates and viewability figures helped establish a floor of technical credibility, but completion and viewability are delivery metrics rather than outcome metrics. They show that an ad was served and viewed; they do not show that it produced any consumer response.

EDO's entry into gaming provides an outcome metric - brand search engagement - that sits in the same conceptual category as the metrics brands use to evaluate TV. It will not resolve every measurement question in gaming. Attribution across gaming, retail, and other channels remains a complex problem that no single partnership solves. But for brands that have been reluctant to commit material budgets to Roblox because they could not evaluate it against their TV investments, this changes the conversation.

According to EDO, the Roblox collaboration is the first in a broader expansion of its outcomes measurement beyond convergent TV, with more to come. The company did not specify which gaming platforms or other media environments would follow.

Timeline

Summary

Who: EDO, the TV outcomes company led by President and CEO Kevin Krim, and Roblox, the immersive gaming and creation platform, represented by Allison McDuffee, Global Head of Brand Insights and Measurement.

What: EDO extended its investment-grade outcomes measurement to gaming advertising through a partnership with Roblox. The system applies two complementary methodologies - Engagement Rate methodology for standard video ad campaigns (rewarded video and billboard placements) and event-driven lift analysis for branded virtual events - both adapted from EDO's Vertical AI-powered TV measurement framework. Performance is benchmarked against EDO's syndicated convergent TV norms, allowing cross-channel comparisons between gaming and linear or streaming television campaigns. The pilot covered beauty, entertainment, streaming, and gaming brands.

When: The partnership was announced on June 18, 2026. The pilot phase covered a range of branded events and video ad campaigns during the testing period, with no specific start date disclosed.

Where: The measurement applies to advertising on Roblox, an immersive gaming and creation platform. EDO operates from New York. Brands, agencies, and platforms can learn more at edo.com/outcomes.

Why: Brands running campaigns across television and gaming had no shared methodology to compare performance between the two channels. EDO's extension to Roblox fills that gap by anchoring gaming measurement to the same behavioral signal - branded search engagement - that underlies its TV outcomes data, enabling like-for-like comparisons and more defensible cross-channel budget allocation decisions.