Roblox partners with SuperAwesome to bring “brand safe advertising” to under-13s
Roblox has announced a strategic partnership with SuperAwesome, a specialized youth marketing and advertising technology firm, to manage contextual advertising targeting players under 13 years old on its platform. SuperAwesome has been appointed as the exclusive third-party advertising vendor for the under-13 market worldwide, extending its intelligent advertising capabilities to Roblox, which is described as “Gen Alpha’s favorite platform.”
The partnership aligns with recent changes Roblox has made to its advertising infrastructure and aims to ensure brand-safe advertising experiences across the entire platform, including within specialized modes such as Roblox Kids and Select. All advertising formats deployed through the partnership will be fully COPPA-compliant, adhering to the Children’s Online Privacy Protection Act, the U.S. federal regulation governing the collection and use of personal data from children under 13.
This collaboration represents a significant evolution in how brands can responsibly engage with younger audiences on the platform. By leveraging SuperAwesome’s expertise in youth-targeted advertising, Roblox is enabling brands to reach Gen Alpha users through carefully curated, age-appropriate advertising campaigns while maintaining strict adherence to privacy regulations and platform safety standards. The partnership demonstrates Roblox’s commitment to balancing monetization opportunities with child safety protections.