We are committed to building our advertising platform on our foundation of safety and civility by making ads on Roblox safe, transparent, and respectful of user privacy.

How Roblox-served ads work

We provide advertising as a way to drive meaningful engagement between our creators and people ages 13+ on Roblox.

Advertisers can purchase the following types of ads which are served by Roblox: Immersive Ads, Sponsored Experiences, Sponsored Items and User Ads.

Immersive Ads are engaging, native ads within Roblox experiences. Ad publishers, which are developers that insert ad units into their experiences, permit Roblox to programmatically serve ad content from advertisers to their active users. Publishers receive a revenue share on the advertiser’s spend on the impressions and portal teleports that originate in their experience.

There are three ad formats that may be served in an experience:
- Video Ads — A video up to 30 seconds that users can watch.
- Image Ads — A static, non-clickable image.
- Portal Ads — A static, non-clickable image with a door that teleports users from one experience into an advertiser's experience.

Sponsored Experiences advertise experiences on Roblox. These ads appear as experience tiles in the row marked as “Sponsored” on the Home and Discover pages and in search results.
Sponsored Items advertise 3D user-generated content created on Roblox. These ads appear as tiles in the rows marked as “Sponsored” in the Marketplace, on an item’s detail page and in search results.

Sponsored Items row in the items detail page.

What are Independent Ads

Independent ads are advertising content that developers may publish on their own, separate from Roblox’s ad systems. Developers on Roblox are creative, and independent ads may take many forms. For example, instead of using immersive ads, developers may independently publish advertising content in their experiences. Independent ads are allowed on our platform as long as the implementation is compliant with our Independent Advertisement Publishing policy.

Advertising Standards for All Ad Content on Roblox

In addition to our Community Standards, advertising content on Roblox, whether independent ads or Roblox-served ads, must abide by our Advertising Standards.

These standards include the practices and content categories Roblox prohibits in advertisements to keep ads on Roblox safe, transparent and respectful of user privacy. Included within these standards is that we prohibit ads from being shown to people under the age of 13, and for people 13 and older who are eligible to see ads, ads must be clearly and prominently disclosed using simple and understandable language.

Ad privacy and your personal information

We are committed to protecting our community’s personal information and privacy.

For Roblox-served ads, we use a limited set of information to help advertisers reach the audiences they care about such as: age, gender (optional), device type, language and country.

Age: Advertisers can reach people ages 13 and older by selecting any or all age ranges (13-17, 18-24 or 25+). Since Roblox does not serve ads to users under 13, our kidSAFE COPPA seal is not impacted.
Gender: Advertisers can choose the genders male, female, or any. Gender can't be targeted when advertising to users ages 13-17 in Europe.
Device Type: The device types that advertisers can choose are mobile, desktop, tablet, or console.
Location: Your country and region is determined by your current IP address. Advertisers can choose to have their ads reach people in a certain country or region.
Genre: For Immersive Ads, the genres you select apply to the content of the experiences your ads will display in. For sponsored experiences, these classifications apply to your users. Ads will only be served to users who like to play experiences in your selected genres. You cannot use genre targeting on audiences for sponsored experiences in the EU due to data protection regulations.

We are building our ad system with privacy at the center of all we do. That’s why the Roblox ad system contains these features and policies:

We do not use third-party trackers such as pixels to serve ads on the Roblox platform.
We do not run ads that contain personally identifiable information (PII). For example, Roblox may reject advertisements with phone numbers.
When advertisers and publishers run a campaign on Roblox, we report only aggregate data. These include standard ad metrics such as impressions, clicks, and conversions.

We also keep your data and personal information safe by ensuring the greater community abides by our strict privacy-related policies:

Roblox does not allow the use of programmatic third-party ad services in the design of experiences without prior approval, due to the risk of bypassing content moderation and exfiltrating people’s data.
Ad publishers (i.e. developers) must maintain full control of independent advertisement delivery. If a developer shows independent ads in their experience, that experience may not make programmatic calls to third-party advertising services.
Independent Ad publishers may only share aggregated engagement statistics with advertisers, in accordance with Roblox’s existing Terms of Use and any applicable data privacy regulations.
We have also made it clearer in our Advertiser and Publisher Integrity sections of our Advertising Standards all the ways to engage our community with integrity and respect.

Ad content safety and civility

We want advertising on Roblox to embrace our company values of safety, civility and optimism, while being useful and engaging to the people it is trying to reach.

We have Community Standards that prohibit hate speech, dangerous acts, illegal goods, and other kinds of harmful content, and we hold advertisers to those same standards at a minimum to protect our community.

To keep people ages 13 and older who are eligible to see ads safe, we have Prohibited Advertising Practices and Content requirements within our Advertising Standards that detail the content, products, or services Roblox prohibits in advertisements. These categories should be considered an advertising-specific layer of user protection on top of our foundational Community Standards.

To ensure ad content safety, every asset uploaded into the Roblox ad system is reviewed before it becomes available on our platform for people to see.

We also encourage people on Roblox to report ad content they feel uncomfortable or concerned about, using our Report Abuse tools. Our Safety team investigates reports and takes appropriate action as quickly as possible. Moderation actions can include a warning, temporary suspension, account deletion, content removal. We also reserve the right to make reports to authorities.

To learn more about reporting violations to our moderation team, check out How to Report Rule Violations.

Transparency and disclosures

We want our community to understand the context of the content they are seeing. All ads on Roblox must clearly and prominently be disclosed to people ages 13 and older using simple and understandable language.

All Roblox-served ads that Roblox is paid to place are clearly marked, either in the “Sponsored” section of the Home, Discover, or Marketplace pages, or with an “Ad” label.

We are dedicated to learning and evolving

We’re always making improvements and investing in what works for our community. We’ll continue listening to feedback to improve the ads ecosystem on Roblox and making sure everyone feels safe on Roblox, every day.