Oath, a subsidiary of telecom giant Verizon, will be revealing a concept called extended reality (XR) ad experiences. The concept includes new 3D formats and virtual reality ads.
The new programmatic VR ads can transform existing display and video assets into VR environments. The company is collaborating with Admix, a VR/AR company, and BidSwitch, a programmatic trading company.
Through this collaboration, Oath will be tagging displays and video inventory as Virtual Reality and serve programmatically through Oath’s DSP.
The company is also planning to develop customer VR experiences. At the moment, the product is only available in the United States and the United Kingdom.
Jeff Lucas, Head of Americas Sales and Global Teams of Oath, stated, “Consumers are hungry for engaging, well-executed XR ad experiences that provide utility, enhance reality, and create meaningful connections with brands. At Oath, we’re using brand advertising intelligence to help marketers build emotional connections that motivate consumers throughout their journey toward a brand.”