WPP, Roblox strike new global advertising partnership, Digiday reports

WPP (WPP) and its media buying arm GroupM today have officially been inducted into the Roblox (RBLX) Partner Program, Digiday’s Alexander Lee reports. The giant agency holding company is the first new member to join the program following the announcement of its expansion at Roblox Developers Conference last month. It’s the second agency holding company to join the Roblox Partner Program, following Dentsu, which was one of the initial seven partners when the program kicked off last year, the author notes. Elements of the Roblox-WPP partnership will include the joint development of a certification program intended to help marketers become Roblox experts, as well as the formation of an “advisory council” to help develop measurement standards for Roblox’s three-dimensional in-game advertising inventory, the publication adds.