Applications
IAS integrates with Roblox for 3D immersive measurement
Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimization platform, announced a first-to-market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within complex 3D environments.
Roblox, which has more than 71.5 million daily users as of Q4 2023, announced today its video ads are now available to all advertisers, enabling them to reach its community of users ages 13 and over at scale. With video ads, brands don’t need to build custom 3D content and can use their existing video creatives for ad campaigns on Roblox. The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats — for example, billboard-style image ads. Advertisers will be able to confidently reach their audience across immersive environments on Roblox with IAS’s 3D in-experience Viewability and IVT Measurement with reporting available through the IAS Signal platform.
“IAS is dedicated to supporting advertisers wherever they are, and that includes providing unique, effective ad measurement solutions across emerging mediums such as immersive 3D
environments,” said IAS, CEO Lisa Utzschneider. “Our partnership with Roblox makes us the first measurement provider to bring enhanced visibility and transparency to the world of 3D immersive experiences on Roblox, giving advertisers the assurance they need that their ads are driving engagement and reaching real users.”
IAS is launching new features and functionality for advertisers across Roblox later this year, including:
1 Global 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic metrics to give advertisers greater context on the performance of campaigns for a holistic view of media buys.
2 Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.
3 Trusted, third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.
“This partnership will help us develop industry-leading measurement tools to establish and maintain trust with our advertising partners,” said Allison McDuffee, global head of brand insights and measurement at Roblox. “We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”
In the recent study Converting Gamers to Consumers, IAS found that 69 per cent of gamers are open to non-disruptive in-game ads. This latest partnership with Roblox is another demonstration of IAS’s commitment to emerging mediums where advertisers are looking to engage with consumers.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
