Meta-Analysis – advertising and the metaverse

Facebook’s re-brand to Meta and its announcement about investing to build the metaverse feels significant.

Extended Reality (XR): The technology of the metaverse

Before we talk about the metaverse it’s probably best to set out the technology associated with it. The collective term for this technology is Extended Reality (XR). This covers both augmented reality (AR) and virtual reality (VR).

Augmented reality is where 3D objects are overlaid onto our environment via the camera of hand-held phones and tablets. The object is preferably located (fixed) to our environment, so it looks like it is part of our real world. There are also some high-end head-mounted AR technologies such as Microsoft’s Hololens and Snap’s Spectacles, and...

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