Magnite secures Roblox's 151 million daily users for programmatic video

Magnite announced a global partnership with Roblox on January 6, 2026, establishing exclusive access to rewarded video advertising inventory across the gaming platform's 151 million daily active users. The agreement positions Magnite as the sole programmatic provider for Roblox's mobile in-app video advertising, connecting thousands of global advertisers to one of the fastest-growing entertainment platforms.

According to the announcement, Magnite will enable premium video demand for Roblox's rewarded video offering through its mobile in-app capabilities. Roblox reached 151 million daily active users as of Q3 2025, with platform members spending an average of 2.8 hours per day exploring, playing, and connecting through millions of unique games and experiences.

The partnership extends programmatic advertising infrastructure into Roblox's creator ecosystem, where rewarded video provides a new revenue stream for developers building experiences on the platform. Players voluntarily interact with advertisements to enhance gameplay, receiving in-game benefits in exchange for viewing sponsored content.

Gaming platform attracts programmatic advertising attention

Roblox's growth trajectory significantly outpaces the broader gaming industry. The platform is growing eight times faster than the gaming industry overall, according to Magnite's announcement. This acceleration creates substantial opportunities for advertisers seeking Gen Z audiences in moments of deep engagement.

The partnership follows Roblox's earlier integration with Google's advertising infrastructure, which the gaming company expanded in July 2025 with rewarded video functionality. During that announcement, Roblox CEO David Baszucki revealed nearly 100 publishers had onboarded to the platform's advertising capabilities, demonstrating creator adoption of video monetization models.

Magnite's integration will make Roblox's rewarded video inventory available through the supply-side platform's established relationships with demand-side platforms, trading desks, and advertising agencies. This infrastructure enables advertisers to activate campaigns through existing programmatic workflows rather than requiring direct platform negotiations.

The mobile in-app environment presents specific technical challenges for video advertising delivery. Magnite emphasized its transparency and brand suitability controls align with Roblox's strict experience guidelines and tiered safety controls, helping advertisers reach appropriate audiences in trusted environments.

Creator monetization expands beyond virtual currency

Roblox has historically relied on its virtual currency Robux as the primary monetization mechanism for creators. Players purchase Robux with real-world currency, then spend the virtual tokens on in-game items, avatar accessories, and premium experiences created by developers. Creators receive a percentage of Robux spending within their experiences, which they can convert back to real currency through the platform's Developer Exchange program.

Rewarded video represents a fundamental shift in this economic model by introducing advertising revenue as a complementary income stream. Creators implementing rewarded video features provide players with gameplay advantages, virtual currency, or exclusive items in exchange for watching advertisements. This opt-in model maintains user agency while generating revenue independent of direct player spending.

The creator economic ecosystem has expanded substantially since Roblox began exploring advertising monetization. The company partnered with PubMatic in April 2024 for programmatic video advertising, establishing infrastructure for brand campaigns within gaming experiences. That partnership preceded the Google integration and the current Magnite agreement, suggesting Roblox is building multiple pathways for advertising demand.

As Magnite brings more global demand into the marketplace, creators stand to benefit from increased monetization opportunities across their experiences. The supply-side platform's reach extends to thousands of advertisers who can now access Roblox inventory through programmatic channels, potentially increasing competition for advertising placements and driving higher effective CPMs for creators.

Brand safety controls meet gaming environments

Programmatic advertising in gaming environments requires specific brand safety considerations. Unlike static websites or streaming video platforms, gaming experiences feature user-generated content, real-time multiplayer interactions, and dynamic environments that evolve based on player actions.

Magnite's transparency and brand suitability controls address these complexities by providing advertisers with verification tools and content categorization systems. The supply-side platform has developed capabilities for mobile in-app environments that enable advertisers to set parameters for inventory quality, audience demographics, and content adjacency.

Roblox maintains strict experience guidelines and tiered safety controls that govern content creation and user interactions. The platform employs both automated systems and human moderators to enforce community standards, though the scale of user-generated content creates ongoing challenges. Magnite's integration with these existing safety protocols aims to provide advertisers with confidence in brand-suitable inventory.

The gaming platform faced scrutiny over child safety protocols in recent months. A Louisiana lawsuit filed against Roblox in December 2024 alleged inadequate moderation of predatory behavior, raising questions about platform oversight. While these allegations focus on user-to-user interactions rather than advertising safety, they underscore the importance of robust controls for brands entering gaming environments.

Supply-side platform competition intensifies

The Magnite-Roblox partnership demonstrates continued competition among supply-side platforms for exclusive gaming inventory relationships. Roblox has now established partnerships with three major SSPs: PubMatic in April 2024, Google's advertising infrastructure in mid-2025, and Magnite in January 2026.

This multi-SSP approach differs from exclusive arrangements where gaming platforms select a single technology partner for all programmatic advertising. By working with multiple supply-side platforms, Roblox potentially increases demand competition for its inventory while enabling creators to access diverse advertiser pools.

Magnite and PubMatic compete directly in the supply-side platform market, with both companies positioning themselves as leaders in mobile and connected TV advertising. PubMatic reported 842 billion ad impressions daily in March 2025, serving approximately 1,950 publishers and app developers worldwide. Magnite has emphasized its market-leading position in mobile in-app video, though the company does not publicly disclose comparable impression volume metrics.

The competitive dynamics between supply-side platforms increasingly center on specialized capabilities for emerging environments. PubMatic announced comprehensive AI integration across its platform in September 2025, introducing generative AI tools for publishers to optimize inventory management. Supply-side platforms differentiate through technology features, demand relationships, and vertical-specific expertise rather than solely on reach or scale.

Mobile in-app advertising infrastructure requirements

Mobile in-app video advertising requires different technical infrastructure than web-based display advertising. Apps operate in controlled environments with specific software development kits (SDKs) mediating between content and advertising systems, creating both opportunities and constraints for video delivery.

Magnite's mobile in-app capabilities address latency requirements, format specifications, and measurement standards specific to app environments. Video advertisements must load quickly to avoid disrupting gameplay experiences, particularly in lower-bandwidth conditions or on devices with limited processing power. The supply-side platform emphasized its technology ensures "performance and scale" even on low-memory devices, directly addressing technical constraints affecting user experience.

Rewarded video formats present unique implementation requirements compared to interstitial or banner advertisements. The format requires coordination between the game developer's logic determining reward eligibility and the advertising server's delivery systems. Players must complete specific video views to receive in-game benefits, necessitating verification systems that confirm advertisement completion before triggering reward distribution.

Measurement standards for mobile in-app video advertising have evolved significantly in recent years. The IAB released its Gaming Measurement Framework in June 2025, establishing baseline and additional metrics for gaming ad formats. These standards include impressions with CPM calculations, viewability measurements tracking in-view rates and duration, unique reach indicators, and ad frequency calculations.

Programmatic gaming advertising market expansion

The Magnite-Roblox partnership reflects broader growth in programmatic gaming advertising. IAB's Gaming Measurement Framework addressed transparency gaps as 80% of U.S. internet users identify as gamers, creating substantial addressable audiences for advertisers.

Gaming environments have historically presented challenges for programmatic advertising adoption. Proprietary platforms, inconsistent measurement standards, and concerns about brand safety slowed advertiser adoption compared to established channels like display, video, and social media advertising.

Recent developments indicate accelerating change. Microsoft began testing free Xbox Cloud Gaming with advertisements in October 2025, featuring two-minute preroll advertisements before gaming sessions. This initiative from a major console manufacturer signals mainstream acceptance of ad-supported gaming models beyond mobile platforms.

Research suggests gaming audiences demonstrate receptivity to advertising in appropriate contexts. LoopMe research revealed in December 2025 that gamers are three times more receptive to advertising in gaming environments compared to mobile web. This finding challenges assumptions about advertising effectiveness in gaming and supports increased investment in gaming inventory.

Platform partnerships like Magnite-Roblox enable advertisers to access gaming audiences through familiar programmatic infrastructure rather than requiring platform-specific integrations. This reduces implementation friction and accelerates gaming advertising adoption by agencies and brands already operating programmatic campaigns across other channels.

Revenue implications for supply-side platforms

The Roblox partnership provides Magnite with access to substantial impression volume and advertiser interest. Magnite will generate revenue through fees charged on advertising transactions facilitated through its platform, with the fee structure typically based on a percentage of media spend flowing through the system.

Supply-side platform revenue models face ongoing pressure from multiple directions. Advertisers increasingly demand fee transparency, with some requiring disclosure of take rates and cost structures. Publishers seek higher revenue shares, particularly as they develop sophisticated first-party data capabilities that reduce dependence on platform targeting tools.

Magnite reported Q1 2025 revenue of $155.8 million, a 4% increase year-over-year, while reducing its net loss by 46% to $9.6 million. The company's Contribution ex-TAC metric grew 12% to $145.8 million, with connected TV contribution increasing 15%. Mobile and desktop revenue increased 8% and 9% respectively, demonstrating strength in the environments relevant to the Roblox partnership.

The gaming platform partnership provides Magnite with differentiated inventory that may command premium pricing from advertisers seeking hard-to-reach Gen Z audiences. Gaming inventory scarcity relative to display or video inventory creates pricing power, particularly for platforms like Roblox with substantial scale and engagement metrics.

Creator economy integration challenges

Roblox's creator economy presents unique characteristics that affect advertising integration. The platform hosts millions of user-created experiences ranging from simple game prototypes to sophisticated multiplayer environments with millions of players. This diversity creates complexity in advertising implementation, as creators have different technical capabilities, audience sizes, and monetization needs.

Rewarded video requires deliberate implementation by creators within their experiences. Unlike passive advertising formats that platform operators can implement uniformly, rewarded video necessitates game design decisions about when, where, and how players encounter advertisement opportunities. Creators must balance monetization opportunities against user experience considerations and gameplay flow.

Nearly 100 publishers onboarded to Roblox's advertising capabilities through the Google partnership by July 2025, according to CEO David Baszucki. This adoption rate suggests meaningful creator interest in advertising monetization, though it represents a small fraction of active experience creators on the platform. The Magnite partnership aims to increase creator participation by expanding advertiser demand and potentially improving revenue outcomes.

Education and support systems play crucial roles in creator adoption of advertising features. Platforms must provide documentation, technical integration guides, and best practices to help creators successfully implement rewarded video without damaging gameplay experiences. The economic incentive must justify the implementation effort and potential user experience trade-offs.

Mobile gaming advertising environment specifics

Mobile gaming represents the fastest-growing segment of the gaming industry, driven by smartphone ubiquity and improving device capabilities. Roblox's mobile presence creates opportunities for advertisers reaching consumers during "in-between" moments—commutes, waiting periods, and casual leisure time when mobile device usage dominates.

The platform's 2.8 hours of average daily engagement per user substantially exceeds typical social media or entertainment app engagement. This sustained attention creates valuable environments for advertisers, particularly for campaigns requiring longer exposure times or multiple touchpoints to achieve marketing objectives.

Mobile in-app environments offer specific targeting advantages compared to mobile web. Apps typically request user permissions for identifiers like Apple's IDFA or Android's Advertising ID, enabling more persistent user tracking across sessions and attribution measurement. However, privacy changes including Apple's App Tracking Transparency framework have reduced identifier availability, forcing advertising platforms to develop alternative targeting and measurement approaches.

Magnite's transparency controls address advertiser requirements for inventory verification and targeting precision in mobile environments. The supply-side platform provides tools for evaluating inventory quality, audience composition, and performance metrics that inform campaign optimization decisions.

International reach implications

The global nature of Magnite's Roblox partnership extends programmatic access across international markets where the gaming platform operates. Roblox reports substantial international user bases, with engagement patterns and monetization characteristics varying by region.

International advertising markets present different regulatory requirements, language considerations, and cultural norms affecting creative approaches and brand safety standards. Supply-side platforms operating globally must navigate diverse privacy regulations, content restrictions, and measurement standards across jurisdictions.

The partnership enables advertisers to execute global campaigns through unified programmatic infrastructure while respecting regional differences. This capability appeals to multinational brands seeking consistency in audience targeting and campaign management across markets.

International expansion has driven growth for both Roblox and supply-side platforms. The gaming platform's user base extends across North America, Europe, Asia, and Latin America, with particular strength among younger demographics in each region. This geographic diversity reduces concentration risk and provides multiple growth vectors.

Measurement and attribution considerations

Video advertising measurement in gaming environments requires specific methodologies addressing unique user behaviors. Unlike passive video viewing on streaming platforms, gaming environments feature active user engagement, frequent screen interactions, and variable attention patterns.

Viewability standards for in-game video advertising adapt traditional media quality criteria to gaming contexts. The Media Rating Council and Interactive Advertising Bureau have developed guidelines for measuring advertisement viewability in non-standard environments, though gaming presents ongoing measurement challenges.

Attribution measurement in gaming environments must account for extended user journeys and the difficulty connecting in-game advertising exposure to conversion events occurring outside the gaming platform. Cross-device tracking becomes essential when advertisements appear on mobile gaming devices but conversions occur on desktop computers or in physical retail environments.

Magnite's measurement capabilities provide advertisers with campaign performance data including impressions served, completion rates, viewability percentages, and audience demographics. These metrics enable campaign optimization and justify continued investment in gaming inventory relative to alternative channels.

Market timing and strategic positioning

The January 2026 announcement positions both companies for the year ahead. Advertising budgets typically reset at year-end, creating opportunities to secure new advertising commitments and campaign allocations for the coming twelve months.

Magnite's exclusive arrangement with Roblox provides competitive advantages over other supply-side platforms seeking gaming inventory relationships. Exclusive partnerships enable platforms to differentiate inventory offerings and justify premium positioning in advertiser conversations.

The timing follows Roblox's infrastructure buildout through multiple SSP partnerships over the preceding eighteen months. The gaming platform appears to be accelerating advertising monetization after establishing technical foundations and testing creator adoption through earlier partnerships.

Supply-side platform consolidation and competition have intensified in recent years, with platforms seeking differentiated inventory relationships and technical capabilities to maintain relevance. Gaming inventory represents a growth opportunity as traditional display and video markets mature and face increasing competition.

Timeline

• April 2024: Roblox partners with PubMatic for programmatic video advertising
• May 2024: Roblox opens video ads to all brands through self-serve Ads Manager
• June 2025: IAB releases Gaming Measurement Framework establishing standardized metrics for gaming advertising
• July 2025: Roblox expands Google advertising partnership with rewarded video, reaching 100 publishers onboarded
• July 2025: Roblox launches IP License Manager with Netflix, Lionsgate, Sega partnerships
• August 2025: Samsung expands mobile cloud gaming platform to Europe with Moloco AI advertising partnership
• September 2025: PubMatic integrates AI tools across platform for enhanced publisher control
• October 2025: Microsoft tests free Xbox Cloud Gaming with ads
• December 2024: Louisiana Attorney General sues Roblox over alleged child safety failures
• December 2025: LoopMe research reveals gamers 3x more receptive to advertising in gaming environments
• January 6, 2026: Magnite announces global partnership with Roblox for rewarded video advertising

Summary

Who: Magnite, an independent supply-side advertising platform, partnered with Roblox Corporation, the gaming platform serving 151 million daily active users as of Q3 2025.

What: Magnite secured exclusive global rights to enable premium video demand for Roblox's rewarded video offering through mobile in-app capabilities. The integration makes Roblox's rewarded video inventory available to thousands of advertisers globally through programmatic infrastructure.

When: Magnite announced the partnership on January 6, 2026. The announcement follows Roblox's earlier advertising partnerships with PubMatic in April 2024 and Google in July 2025.

Where: The partnership operates globally across Roblox's platform, reaching 151 million daily active users who spend an average of 2.8 hours per day on the gaming platform. Magnite's integration extends to mobile in-app environments across iOS and Android platforms.

Why: The partnership addresses multiple objectives including creator monetization diversification beyond virtual currency, advertiser access to Gen Z audiences in high-engagement environments, and supply-side platform differentiation through exclusive gaming inventory. Roblox is growing eight times faster than the gaming industry overall, creating substantial opportunities for programmatic advertising expansion into gaming environments.