Observed Signal · Jun 4, 2026 · Partnership · Source: AdExchanger · Impact: 4/5 · Sentiment: Positive
Roblox Allows Ads to Under-13 Users via SuperAwesome
Roblox is opening its under-13 audience to advertisers for the first time, partnering exclusively with youth-focused ad marketplace SuperAwesome. The rollout is tightly controlled: under-13 ads will be sold via direct deals only (no programmatic), limited to banner placements on the home screen and select in-game billboards (static and video), and clearly labeled. Targeting will be contextual and based on generalized demographics (country, gender, age range) with no one-to-one personalized profiling, to comply with COPPA and GDPR. SuperAwesome will supply global infrastructure, taxonomy and brand-safety/suitability controls (working alongside DoubleVerify and Integral Ad Science). Roblox will share ad revenue with game publishers and will keep branded game experiences separate from the ad inventory. Roblox cited recent age-verification and new user tiers (Roblox Kids; Roblox Select) as enablers. The company also continues to face multiple child-safety lawsuits and regulatory scrutiny.
A major gaming platform (Roblox) is monetizing its under-13 audience via an exclusive partner while imposing strict safety and contextual-targeting rules—this expands family-friendly ad inventory, affects brand-safety/measurement practices, and raises regulatory and privacy implications for the ad industry.
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Key Takeaways & Evidence Grounding
- Roblox named SuperAwesome as its exclusive advertising partner for users under 13.
- Ads for under-13 users will be direct-deal only; Roblox prohibits programmatic buys for that cohort.
- Available ad formats for under-13 users are limited to home-screen banners and certain in-game billboard placements (static and video); rewarded video is excluded.
- Targeting will be contextual and use generalized demographics (country, gender, age range); no one-to-one personalized targeting or behavioral data collection.
- As of Q4 2025, Roblox reported 144 million daily active users, 45% of whom had completed age verification; among age-verified users, 35% were younger than 13.
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