Advrty brings native ads to virtual reality

Advrty wants to offer a new avenue of monetization for virtual reality developers, which doesn’t involve full field-of-view pop-up ads. Instead, it’s a platform aimed toward designing and incorporating nonintrusive product placement. It’s in beta.

“Initially, think billboards, posters and product placements using images or video,” said CEO and cofounder Niklas Bakos in an email. “It could be a label on a cup. To get ad relevancy, we’ve created a patent-pending context-based system that will allow for proper targeting in a case where we wouldn’t allow a billboard creative to end up on a soda can label, or an ad for the iPhone X to [show] in a game that is all about the medieval era, for example.​”