Oath debuts extended reality (XR) ad experiences

Oath, a Verizon (NYSE, Nasdaq:VZ) subsidiary, debuted new opportunities for brands to engage with consumers through extended reality (XR) ad experiences at Cannes, the company said.

Combining the art of brand building and the science of data, new 3D ad formats and first-in-market programmatic VR ads represent the company´s latest premium ad innovation for consumers to discover, interact and transact with brands.

Oath´s first-in-market programmatic VR offering enables advertisers to seamlessly extend existing display and video assets into fully immersive and consumer-first VR environments. By partnering with Admix, the first SSP for VR/AR, and programmatic trading infrastructure BidSwitch, standard IAB display and video creative assets are tagged for VR inventory and served programmatically through Oath´s DSP, making it easy for brands to run these ads in a VR environment. Agencies and brands can also tap Oath to develop custom, fully immersive VR experiences. Programmatic VR is currently available in the US and UK.

Oath´s 3D ads take brands to the next dimension by creating a lean-in, interactive experience for its one billion global members across its premium house of brands. 3D ads allow users to explore objects from any angle and help them make informed decisions throughout the consumer journey.

Oath is introducing Brandblazers, a new annual initiative to highlight forward thinking campaigns across the globe. These creative programs have pushed boundaries in advertising and delivered value across devices. To learn more visit: https://www.oath.com/brandblazers/.

Oath is a values-led company committed to building brands people love. Oath reaches one billion people around the world with a dynamic house of media and technology brands. For more, visit www.oath.com.