The news: Roblox’s lack of third-party measurement tools is becoming a hurdle for advertisers.

The platform has minimal independent insights into standard metrics like reach and performance outcomes, per Digiday. As a result, potential customers are hesitant to start investing in ads on Roblox, which could dampen company growth.

Without independent third-party measurement tools, marketers have to rely on Roblox’s platform-reported numbers, which could be deemed too insufficient or biased to justify major ad spending.

Chance to grow: Most of Roblox’s engagement isn’t monetized, per Morgan Stanley, meaning ads are an underdeveloped and potentially lucrative revenue stream. But the platform’s enormous user base represents a strong long-term opportunity—if Roblox can prove its value.

Ad spend is tightening due to economic uncertainty, including tariff anxieties. Independent proof of ad performance and potential returns could be a tipping point for broader brand adoption.

What’s next? Roblox said it has started working with measurement firms like DoubleVerify, Google, Kantar, Integral Ad Science (IAS), Cint, and Nielsen to build out more rigorous analytics tools but didn’t offer any specific plans.

The company said agencies and brands are excited about the platform’s potential and that it’s committed to helping customers effectively measure their ad investments.

Our take: Roblox commands enormous engagement, especially with younger users, and it has a wealth of assets to attract advertisers and bolster its revenue.

However, without accessible measurement offerings that meet industry standards, Roblox’s growth as a major ad channel may remain limited.