Conference Coverage, L23

After 2 days of discussion around the opportunities and practical challenges of the “real-world metaverse,” (still an undefined concept), we pause to examine the agency

Given the metaverse’s “embodied” aspects (credit: Zuckerberg), it will be much more dimensional including sensory immersion. That inherently means it should be more human-centric than

The “real-world metaverse” holds ample opportunity as indicated by a flood of online commentary. But stepping beyond blue-sky narratives about how this technology will change

Opportunity continues to emerge at the intersection of the digital and physical worlds, otherwise known as “phygital.” How is this being unlocked and how are

Privacy reform has defined the past half-decade in the media, marketing, and ad-tech worlds. When these functions transition to the metaverse, privacy concerns will go

To what degree will local data support and fuel a real-world metaverse? Just like it’s been instrumental in local marketing and attribution in the smartphone

Rather than be a reset, the metaverse will sprout out of the existing web, infusing more 3D and “embodied” experiences as Mark Zuckerberg says. As

One of the key aspects of a real-world metaverse is location-based data that’s geo-anchored to activate digital experiences where and when relevant. Google is primed

The metaverse is still early and undefined but much of it is just the next version of networked experiences… in other words, the internet. Many

One of the launchpoints for the real-world metaverse will be the longstanding digital out-of-home (DOOH) space. Activations for AR and other immersive media can happen

One of the early killer apps for the metaverse is music and entertainment. Concerts in Fortnite and other metaverse outputs continue to break attendance records

The real-world metaverse will be nothing without data. We’re talking place data, business data and all the things traditionally covered by location-intelligence companies like Groundtruth.

Square is closer to the SMB than anyone. How has its business evolved from the mobile dongle used by food trucks and farmer’s markets? And

There’s lots of excitement over a real-world metaverse to bring greater digital depth and dimension to physical waypoints like SMB storefronts. But beyond the sexy

Meta jumpstarted the current wave of public interest in the metaverse. So what’s its vision for how that will materialize in the coming years and