Beautiful Virgin Islands

Tuesday, Jul 01, 2025

Meta tells advertisers mixed reality could be a few years away

Meta tells advertisers mixed reality could be a few years away

Technology that merges the virtual and physical worlds could start to become a reality for consumers in a few years, Facebook owner Meta Platforms Inc (FB.O) has told advertising agencies, giving more details of its vision for the creation of the metaverse.
Mixed reality (MR) technology could allow a person wearing an MR headset to use a real world object to trigger a virtual world reaction, like hitting a video game character with a real world baseball bat, for instance.

It is one of three types of extended reality technologies often associated with the metaverse. Augmented reality exists, with mobile games like Pokemon Go, but players cannot affect the digital world with a physical object. Virtual reality headsets, like Meta's Oculus, immerse users into a fully virtual world where they can interact with the environment.

The comments from Meta came on a Zoom call with ad agencies on Thursday, which was scheduled to help advertisers better understand the metaverse, said an agency executive who attended the call. It was Meta's first roundtable discussion with agencies about the metaverse.

The estimate of mixed reality being a few years away brings additional detail to the timeline of building the metaverse, the futuristic idea of a network of virtual worlds that can be accessed from different devices, which Meta has said could take a decade to build.

Some mixed reality headsets are available, but are not yet geared toward general consumers. Microsoft's (MSFT.O) HoloLens 2, which was introduced in 2019, retails for $3,500 and is geared for workplace use.

At its annual Connect conference in October, Meta announced Project Cambria, a headset that will feature mixed reality capabilities and include face and eye tracking. The headset is expected to be released this year.

In the meantime, Meta continued to advise advertisers to experiment with augmented reality ads, such as photo and video filters that overlay digital images onto the real world, the ad agency executive said. The comments reiterated Meta's pitch at ad industry conferences.

Meta said brands could partner with content creators on AR ads or use the technology for virtual clothing try-ons.

The roundtable with agencies lacked detail on what ad formats could be built for the metaverse, or what specific controls would be in place to prevent brands from appearing next to unsuitable content or actions, the agency executive said.

Advertisers are also looking for detail on how the effectiveness of ads in the metaverse will be measured, and will be asking "what did I get for my money?" the executive said.

A Meta spokesperson declined to comment.
Newsletter

Related Articles

Beautiful Virgin Islands
0:00
0:00
Close
Robots Compete in Football Tournament in China Amid Injuries
Trump Administration Considers Withdrawal of Funding for Hospitals Providing Gender Treatment to Minors
Texas Enacts Law Allowing Gold and Silver Transactions
China Unveils Miniature Insect-Like Surveillance Drone
OpenAI Secures Multimillion-Dollar AI Contracts with Pentagon, India, and Grab
Marc Marquez Claims Victory at Dutch Grand Prix Amidst Family Misfortune
Germany Votes to Suspend Family Reunification for Asylum Seekers
Elon Musk Critiques Senate Budget Proposal Over Job Losses and Strategic Risks
Los Angeles Riots ended with Federal Investigations into Funding
Budapest Pride Parade Draws 200,000 Participants Amid Government Ban
Southern Europe Experiences Extreme Heat
Xiaomi's YU7 SUV Launch Garners Record Pre-Orders Amid Market Challenges
Jeff Bezos and Lauren Sanchez's Lavish Wedding in Venice
Russia Launches Largest Air Assault on Ukraine Since Invasion
Education Secretary Announces Overhaul of Complaints System Amid Rising Parental Grievances
Massive Anti-Government Protests Erupt in Belgrade
Trump Ends Trade Talks with Canada Over Digital Services Tax
UK Government Softens Welfare Reform Plans Amid Labour Party Rebellion
Labour Faces Rebellion Over Disability Benefit Reforms Ahead of Key Vote
Jeff Bezos and Lauren Sánchez Host Lavish Wedding in Venice Amid Protests
Trump Asserts Readiness for Further Strikes on Iran Amid Nuclear Tensions
North Korea to Open New Beach Resort to Boost Tourism Economy
UK Labour Party Faces Internal Tensions Over Welfare Reforms
Andrew Cuomo Hints at Potential November Comeback Amid Democratic Primary Results
Curtis Sliwa Champions His Vision for New York City Amid Rising Crime Concerns
Federal Reserve Proposes Changes to Capital Rule Affecting Major Banks
EU TO HUNGARY: LET THEM PRIDE OR PREP FOR SHADE. ORBÁN TO EU: STAY IN YOUR LANE AND FIX YOUR OWN MESS.
Trump Escalates Criticism of Media Over Iran Strike Coverage
Trump Announces Upcoming US-Iran Meeting Amid Controversial Airstrikes
Trump Moves to Reshape Middle East Following Israel-Iran Conflict
Big Four Accounting Firms Fined in Exam Cheating Scandal
NATO Members Agree to 5% Defense Spending Target by 2035
Australia's Star Casino Secures $195 Million Rescue Package Amid Challenges
UK to Enhance Nuclear Capabilities with Acquisition of F-35A Fighter Jets
Russian Shadow Payments via Cryptocurrency Reach $9 Billion
Explosions Rock Doha as Iranian Missiles Target Qatar
“You Have 12 Hours to Flee”: Israeli Threat Campaign Targets Surviving Iranian Officials
Macron and Merz: Europe must arm itself in an unstable world
Germany and Italy Under Pressure to Repatriate $245bn of Gold from US Vaults
Airlines Evaluate Flight Cancellations Amid Escalating US-Iran Tensions
Starmer Invites Innovators to Join Government Talent Scheme
UK Economy’s Strong Opening Quarter Shows Signs of Cooling
Harrods Seeks Court Order to Secure Al Fayed Estate for Victims
BA and Singapore Airlines Cancel Dubai Flights Amid Middle East Tensions
Trump Faces Backlash from MAGA Base Over Iran Strikes
Meta Bets $14 B on Alexandr Wang to Drive AI Ambitions
WATCH: Israeli forces show the aftermath of a massive airstrike at Iran's Isfahan nuclear site
FedEx Founder Fred Smith, ‘Heart and Soul’ of the Company, Dies at 80
Chinese Factories Shift Away from U.S. Amid Trump‑Era Tariffs
Pimco Seizes Opportunity in Japan’s Dislocated Bond Market
×