Roblox is finally letting brands advertise to the under-13 crowd for the first time – but very cautiously.
After years of not showing ads to users under the age of 13, Roblox said in April that it would make this audience pool available to advertisers for the first time. And, on Thursday, it named youth-focused ad marketplace SuperAwesome as its exclusive advertising partner for under-13 users.
This represents a noteworthy change in Roblox’s ad strategy, a company spokesperson told AdExchanger, rather than a move Roblox was building up to since first launching ads across its platform in 2022.
Recent safety improvements – such as introducing new age verification for all users and two new user tiers for young kids and teens – laid the groundwork for bringing privacy-safe contextual advertising to youth audiences, the spokesperson added.
“Brands are already part of everyday life to all ages of the community,” the Roblox spokesperson said. “So we wanted to move to a standardized and restricted pathway to ensure that every encounter is transparent and age appropriate.”
