Roblox Corporation (NYSE:RBLX) shares are trading higher on Wednesday.

The company inked a pact with Integral Ad Science Holding Corp (NASDAQ:IAS) to expand immersive video ads access to all advertisers.

Immersive Ads represent a monetization opportunity for Roblox creators and can already be found across more than 1,000 experiences on Roblox.

With Immersive Ads, users will know when they are interacting with ad content on Roblox, and ads will only be served to people ages 13 and up, the company said.

Integral Ad Science's Viewability and IVT Measurement products will help advertisers understand ad quality on Roblox's 3D platform.

"Any brand can easily leverage our video ads in their campaigns, benefiting from a format built for this digitally savvy consumer generation that's increasingly hard to reach through traditional and 2D media," said Stephanie Latham, vice president of global brand partnerships, Roblox.

Roblox said it plans a brand Lift Solution with Kantar Context Lab to serve as an interim solution for brand lift studies utilizing forced-exposure methodology for eligible video ads campaigns on Roblox.

In the near future, Roblox will offer full integrations with multiple brand lift partners for industry-standard passive measurement of ad campaigns.

Investors can gain exposure to the stock via Bitwise Funds Trust Bitwise Web3 ETF (BWEB) and Roundhill Ball Metaverse ETF (NYSE:METV).

Price Action: RBLX shares are trading higher by 2% to $36.28 at last check Wednesday.

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