Google has taken the wraps off a new project called Advr that aims to explore how advertising would function in virtual reality. Advr is a Unity plug-in that shows viewers an advertising cube that they can choose to interact with by tapping it or just staring at it for a while. Google says it is testing Advr with some VR game developers through an invite-only program. It’s not clear if it intends to make the technology more widely available to websites that run Google ads.
Advr emerged out of Area 120, an internal incubator launched at Google in March 2016. At the same time as it released Advr, Google also launched a website for Area 120 that explains a little bit about how the program works. Other Area 120 projects include Tailor, Grasshoppper, Supersonic and Appointments.
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