Hivestack launches research division
By Adnews Staff
Toronto-based marketing technology company Hivestack has launched a new research division. It will focus on programmatic digital out-of-home advertising as it might pertain the the collection of technologies some companies call “the metaverse.” These technologies include virtual reality, crypto-currencies and non-fungible tokens, among others. P. Anandan, formerly managing director of Microsoft Research Outreach and vice-president of research at Adobe, as signed-on as a special advisor to the division.
“With the launch of our research division, we are prototyping how ad tech can be used to programmatically activate ad opportunities in virtual retail stores in the metaverse,” said Andreas Soupliotis, CEO of Hivestack. “In this environment, the consumer is technically inside their homes shopping via VR headsets, but their avatar is out-of-home. Much of Hivestack’s full-stack technology for digital out-of-home activation and monetization applies to retail metaverse advertising, but some important computer science gaps remain to be addressed. We launched this initiative to formulate the needed technology to make programmatic DOOH a success in the meta as well as the physical world.”