Immersive ads are expanding, starting with a new partnership between Ad Manager and Roblox.

Google announces the expansion of Immersive Ads to more publishers across AdMob and Ad Manager, alongside a partnership with Roblox. Immersive Ads allow publishers to monetize by offering advertisers engaging, contextually relevant content within gaming environments, such as billboards in virtual cities or ads on screens during virtual football games. Since testing began last year, improvements have been made to streamline implementation and add video formats, increasing opportunities for publishers and advertisers.

The Roblox partnership with Ad Manager is foundational to their immersive advertising strategy, enabling the scaling of Rewarded Video and other immersive formats to brands in coming weeks and months.