Magnite secures exclusive programmatic rights to monetize Roblox rewarded video across 151M daily users.
Magnite, a leading independent supply-side advertising platform, has announced a global partnership with Roblox, one of the fastest-growing gaming platforms, to exclusively manage rewarded video advertising inventory for its mobile in-app environments. This agreement, revealed on January 6, 2026, positions Magnite as the sole programmatic provider for Roblox's mobile video ads, connecting global advertisers to the platform's massive audience of 151 million daily active users.
The partnership introduces a significant shift in Roblox's creator economy by expanding monetization opportunities through rewarded video advertisements. This format allows players to voluntarily watch ads in exchange for gameplay benefits such as in-game rewards, virtual currency, or exclusive items. By integrating this additional revenue stream, Roblox aims to complement its existing system, which relies on in-game purchases of virtual currency, Robux.
"Rewarded video represents a fundamental shift in this economic model by introducing advertising revenue as a complementary income stream", the announcement stated. Developers on Roblox will now have access to premium video demand facilitated by Magnite, helping them generate revenue outside of direct player spending.
Roblox has been outpacing the gaming industry's overall growth by a staggering rate of eight times, making it a particularly attractive platform for advertisers. Players spend an average of 2.8 hours per day engaging with the platform's diverse range of games and experiences. The massive and highly engaged Gen Z audience on Roblox creates a unique advertising environment for brands looking to leverage moments of deep user interaction.
Magnite’s integration builds upon Roblox's earlier efforts to introduce programmatic advertising. In April 2024, Roblox partnered with PubMatic to establish video ad infrastructure, followed by an expanded collaboration with Google in July 2025 to roll out rewarded video functionality. These prior efforts laid the foundation for broader adoption of video monetization, with the Magnite partnership designed to further scale this initiative by attracting more advertisers and increasing competition for ad placements.
The partnership underscores the importance of brand safety, particularly in dynamic gaming environments like Roblox, which feature user-generated content and real-time interactions. Magnite emphasized its commitment to transparency and brand suitability controls, ensuring compliance with Roblox’s strict experience guidelines and tiered safety protocols. These measures aim to provide advertisers with confidence in reaching appropriate audiences while navigating the complexities of the gaming platform.
Magnite's technology is designed to meet the unique demands of mobile in-app video advertising, including minimizing latency, ensuring ad performance across devices with varying capabilities, and verifying completed ad views before distributing rewards. These features align with Roblox’s focus on maintaining a seamless user experience while generating new revenue streams for creators.
The Magnite-Roblox partnership highlights the increasing competition among supply-side platforms to secure exclusive agreements in gaming. Roblox’s strategy of working with multiple SSPs - PubMatic, Google, and now Magnite - enables a diverse range of advertisers to access its inventory while fostering competition. This approach benefits creators by potentially driving higher effective CPMs as advertisers compete for placements on the high-engagement platform.
Magnite views this partnership as a key differentiator in the competitive programmatic advertising landscape. The ability to offer exclusive access to scarce gaming inventory, particularly on a platform as popular and fast-growing as Roblox, provides Magnite with a competitive advantage.
The Magnite-Roblox collaboration not only strengthens Roblox’s advertising ecosystem but also reflects broader trends in the gaming and advertising industries. Platforms like Roblox, which blend entertainment and social interaction, are increasingly becoming central to programmatic advertising strategies. Recent research revealed that gamers are three times more receptive to advertising in gaming environments compared to mobile web, underscoring the potential for growth in this space.
With advertising markets continuing to evolve, this partnership arrives at an opportune time. Magnite’s role as the exclusive programmatic provider for Roblox’s mobile rewarded video ads positions both companies to capitalize on the growing convergence of gaming and programmatic advertising, offering value to creators, advertisers, and players alike.
This milestone collaboration between Magnite and Roblox marks a significant progression in the monetization of gaming environments. By combining Magnite's expertise in mobile in-app video advertising with Roblox’s expansive and engaged user base, the partnership promises to unlock new opportunities for advertisers while supporting the growing creator economy on Roblox. As gaming platforms continue to attract advertisers seeking to engage hard-to-reach audiences, this partnership sets a precedent for the future of programmatic gaming advertising.
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