Roblox is rolling out new video ads as part of its efforts to build a $1 billion ad business. It's also expanding its ads team and signing measurement, e-commerce, and tech partnerships.

Roblox’s video ad platform is now open to programmatic demand. The gaming platform also announced measurement partnerships with IAS and Kantar.

(Reuters) - Roblox on Tuesday launched a new format of video advertising on its gaming platform and announced a partnership with Google to help boost the growth of its nascent ad business.