Verizon's Oath debuts programmatic VR advertising

Verizon Oath logo (Verizon)
Verizon Oath logo. (Verizon)

Verizon subsidiary Oath is unveiling what it calls extended reality (XR) ad experiences, including new 3D ad formats and programmatic virtual reality ads.

Oath’s programmatic VR ads can turn existing display and video assets into immersive VR environments. The company is teaming with VR/AR firm Admix and programmatic trading infrastructure BidSwitch to tag display and video inventory as VR and serve programmatically through Oath’s DSP.

Oath is also offering to build customer VR experiences. Right now, the product is available in the United States and the United Kingdom.

“Consumers are hungry for engaging, well-executed XR ad experiences that provide utility, enhance reality, and create meaningful connections with brands,” said Jeff Lucas, head of Americas sales and global teams for Oath, in a statement. “At Oath, we’re using brand advertising intelligence to help marketers build emotional connections that motivate consumers throughout their journey toward a brand.”

RELATED: Go90 to be folded into Oath multiplatform agenda, brand put out to pasture

Oath is also rolling out 3D ads that let consumers explore from multiple angles. Companies already using the format include LG, Three, Chevrolet and Peugeot, and the ads are being placed across Oath’s house brands.

Last month, Oath said that it was focusing more on delivering addressable, targeted ads across Verizon’s products, including Fios TV.