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How the Digital Ad Industry Grapples With Metaverse Ad Views


When Roblox’s product team first set out to build an ad placement system on the gaming platform, it faced questions that could end up setting precedents for a nascent form of digital advertising: What qualifies as an impression when a billboard is viewed solely by 3D avatars? Would basic targeting practices spoil the collective sense of a shared space at the heart of the metaverse concept?



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