Highlights
- Roblox launched a CPM-based homepage ad format that turns video ads into interactive 3D experiences.
- The platform expanded programmatic access through Amazon DSP, Liftoff, and multiple supply-side partners.
- Roblox aims to scale immersive advertising as a revenue stream for brands and creators in 2026.
Roblox has launched a new premium homepage advertising format and expanded its programmatic advertising partnerships. The move strengthens the company’s push to become a core marketing channel for brands targeting Gen Z and Gen Alpha audiences.
The updates were announced at CES (Consumer Electronics Show) 2026 as part of the company’s advertising roadmap for 2026.
The new “Homepage Feature” is a CPM-based (cost per mille) ad unit placed at Roblox’s main entry point. When users click the placement, a brand’s video creative is converted into an interactive 3D experience within Roblox. The format is currently in closed beta and is expected to transition to an always-on placement later this year.
Roblox said the rollout reflects a broader shift among younger audiences away from passive media consumption toward active participation in creator-led environments. The company noted that the homepage serves as the starting point for more than 151M daily active users as of the quarter ended Sept. 30, 2025.
Roblox
Roblox Expands Immersive Ads and Programmatic Access
Early tests of the homepage format included campaigns from Sam’s Club and Universal Pictures’ Five Nights at Freddy’s 2, with Roblox reporting encouraging engagement signals.
“It’s so important to show up where your audience spends most of their time,” said Leslie Shepard, Lead of Partnerships and Growth Marketing at Sam’s Club, adding that the placement creates a stronger connection than traditional digital ads.
Alongside the new format, Roblox is expanding programmatic buying by adding demand-side access through Amazon DSP and Liftoff, while integrating with supply-side platforms Index Exchange, Magnite, and PubMatic, building on its existing partnership with Google.
The homepage launch builds on Roblox’s Rewarded Video format, now live across more than 400 experiences and used by over 1K brands, delivering completion rates above 90% and viewability exceeding 95%.
Roblox said the combined updates are aimed at establishing immersive advertising as a scalable revenue stream for brands and creators in 2026.
