How should we think about “real business outcomes” in the metaverse? Can we conceptually build on existing ideas, i.e., (incrementally) shifting brand perceptions or driving sales? Will these foundational principles hold for businesses, regardless of the innovation around platforms and formats in the future?

Register for ARF’s Sept. 21 Town Hall to hear buy and sell side practitioners share their definitions of what the metaverse is, what interoperability standards are needed and the role of measurement in paid advertising, including new ad formats, viewability and attention.