Roblox courts advertisers with fresh data on its ad effectiveness

Roblox is pushing its case to advertisers, releasing new data aimed at proving the value of ads on its platform.

At its NewFronts event on Thursday, Roblox unveiled the results of a MediaScience study that used eye tracking and other physiological data to measure users’ increase in attention and brand recall when participating in branded immersive experiences on Roblox.

Marketers have welcomed the additional transparency from the platform, but say Roblox will need to move beyond emotional response metrics if it wants to unlock deeper ad investment. 

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