In Augmented Reality News
August 1, 2024 – Trivver, an augmented reality (AR) and artificial intelligence (AI) tech company, and Niantic 8th Wall, a leading WebAR platform for agencies, brands, and developers, have this week announced a partnership that will combine Trivver’s 3D data analytics capabilities with 8th Wall’s WebAR tools to offer more precise measurement of AR advertising and brand experiences.
Trivver’s technology converts any 3D file into a 3D Smart Object that can be deployed in immersive Niantic 8th Wall projects, games, advertisements and virtual environments. These 3D Smart Objects contain metadata, which allows for visibility and attention metrics to be captured in real-time, providing advertisers with previously unobtainable insights as to how users interact with these objects in 3D space, and changing the way developers and advertisers can monitor user activities in spatial computing scenarios and immersive environments.
For Niantic 8th Wall Developers, this data can be used to drive in-game personalization, monetized advertising opportunities and AI-generated scenarios. Trivver 3D Smart Objects also include an auto-scale feature, allowing for a single 3D smart object to be placed in any Niantic 8th Wall environment without the historical requirement to recreate the objects for each placement.
As a result, the partnership will help to provide advertisers with a unique opportunity to connect with their audiences in a more interactive and engaging manner by allowing any 3D/AR advertisement or digital environment to send back valuable user data, according to Trivver.
According to Trivver, which is now part of 8th Wall’s partner network, the partnership will help to extend recent efforts to define and implement a new set of AR measurement standards and guidelines.
Both companies worked closely with Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) to answer what they stated is a “growing need for the industry to establish greater consistency in defining and measuring AR advertising,” including AR ad delivery, engagement, and performance. Such guidelines could help to bring standardized measurement to all AR-focused campaigns, and help brands and agencies maximize their outcomes, according to Trivver.
Trivver added that its analytics dashboard reports specific 3D object attention metrics and user session statistics, and its measurement criteria align with the new IAB/MRC AR guidelines, ensuring compliance with data privacy and invalid traffic requirements.
“At Trivver, we’re committed to pushing the boundaries of what’s possible in terms of monitoring user engagement and real-time actions in the spatial computing and immersive AR advertising space,” said Joel LaMontagne, CEO of Trivver. “Our partnership with Niantic 8th Wall allows us to bring a new level of interactivity and immersion to our joint client and developer community.”
Trivver offers developers, agencies and brands a set of ready-made AR shopping portals, virtual stores and virtual brand experience templates in order to increase speed to market for 8th Wall customers. These templates can then be reskinned and quickly deployed with any number of custom 3D Smart objects contained within them, according to the company. Furthermore, Trivver’s Smart Object technology and analytics can also be added directly into new and existing Niantic 8th Wall projects.
For more information on Trivver and its immersive advertising solutions, including its 3D Smart objects for spatial computing experiences, please visit the company’s website.
Image credit: Trivver
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Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.