The world of digital marketing is constantly changing. And two very hot new developments promise to shake up the game for those who make a living from traffic and monetization: Spotify is now part of Google Display & Video 360 and beyond that, Roblox has entered the Google Ads radar in the metaverse. Yes, you didn't read it wrong.
If you are a publisher or media manager, pay attention: these integrations open new frontiers of targeting, reach and revenue opportunities. Let's understand how all this impacts digital marketing focused on monetizing websites and apps?
1. Spotify Ad Exchange on Google Display & Video 360: Sound and data in the same beat
For starters, Spotify is now available as inventory on Display & Video 360 (DV360), Google’s programmatic buying platform. This means advertisers can buy audio space directly on the platform — using the same data and strategies they already use for banners, videos, and apps.
What does that change in practice?
- More formats, more results: Now you can include digital audio in your media mix, directly from the same platform you use for display campaigns.
- Smart Segmentation: Spotify has super accurate behavioral data — what people listen to, when, on what device… all of this can be used to showcase accurate audio ads.
- Access to premium inventory: With the official partnership, it is no longer necessary to depend on other DSPs to buy media on Spotify. Everything is centralized in DV360 = more control, less headache.
And for monetization, what does this mean?
For those who live off ads and traffic, this is a huge opportunity. Imagine being able to sell your programmatic space with the guarantee that he can appear alongside an audio ad on relevant content? This increases the value of your inventory — especially if you can integrate audio experiences into your app or website (such as players, podcasts, audio content, etc.).
Plus, it's a chance to test campaigns across multiple channels (audio, video, display) using the same budget — and measure everything in one place.
2. Google Ads Now on Roblox: Welcome to the Metaverse
Yes, that's right. Google Ads has entered Roblox. This new phase promises to explore ad formats within immersive environments, with a super interactive approach and, of course, advanced segmentation.
Why is it important?
- The audience is there: Roblox has over 70 million daily active users, mostly from Gen Z.
- Native and non-intrusive ads: Instead of invasive banners, Google promises experiences immersive, such as virtual goods, activations and sponsored spaces within the game worlds.
- Access via Display & Video 360: Advertisers will be able to include Roblox in their programmatic campaigns, just like any other channel.
And the impact on the monetization of websites and apps?
This news reinforces an important trend: programmatic media is expanding beyond traditional formats. This can:
- Raise the bar for ad engagement on your own channels. If users become accustomed to more immersive experiences in the metaverse, your website/app will need to level up as well.
- Inspires publishers to create interactive experiences. Gamification, augmented reality experiences, quizzes, or even small “minigames” on websites are possible ways to attract attention — and advertisers.
- Provides more qualified traffic channels: If you promote products or content to a young audience, advertising within Roblox can be a surefire strategy to attract visitors to your website or app and monetize later with ads or sales.
What does all this reveal about the future of monetization?
These two integrations — Spotify in DV360 and Roblox in Google Ads — make one thing very clear: programmatic media is reinventing itself quickly, and publishers who want to continue making a lot of money will need to keep up with this change in mentality.
Now It's not enough to just have a pretty website or an app that works. It will be increasingly necessary to think about creative formats, immersive experiences and alternative channels that deliver value to both the user and the advertiser.
How to prepare and get ahead?
Check out these practical tips to take advantage of this new scenario:
Integrate audio into your content strategy. Podcasts, embedded players, and even partnerships with audio creators can create new spaces to sell media and increase engagement.
Explore interactive formats in your app or website. Whether it’s light gamification, different visual experiences or user dynamics, think beyond the traditional banner.
Follow the news on DV360. If you work with programmatic media, this platform will be the nerve center of your strategy. Keep an eye out for new inventory options.
Understand your audience. If your audience has a young or gamer profile, Roblox ads can be a powerful bridge between branding and conversion.
Get ready to surf this new wave of programmatic
With Spotify and Roblox joining the Google ecosystem, the digital media universe has become even richer and full of possibilities. And for those who live off traffic monetization, this is the time to innovate.
Are you ready to turn clicks into revenue using immersive experiences, targeted audio, and presence on the platforms where your audience really is? The programmatic revolution has already begun — and those who get in early earn more.
