This future has arrived — with unparalleled possibilities for advertising, training and collaboration — free of geographical barriers. Welcome to extended reality (XR), encompassing mixed reality (MR), augmented reality (AR), virtual reality (VR) and 3D technology.
The projected market size — $209 billion by 2022 according to Statista — for AR and VR is massive. Trivver, a cutting-edge, programmatic advertising startup, is at the nexus of this XR world and traditional advertising. Trivver will employ blockchain technology for validating advertising, to ensure transparency, security and efficiency. In pursuing XR technology, Trivver joins the likes of Facebook, Google and Apple in pushing the boundaries of this new digital frontier.
Trivver uses 3D product placement of brand models to deliver advertising — in games, business, entertainment or sports XR environments. Trivver’s comprehensive XR advertising platform leverages its suite of patented technologies to deliver 3D branded objects across environments and platforms, enabling a single model to autoscale to fit seamlessly with multiple environments. With this technology, Trivver is poised to enable the adoption, commercialization and monetization of XR.
Trivver provides advertisers with the ability to engage with today’s rapidly growing XR user community. In particular, Trivver’s Smart Objects are intended to foster organic relationships between brands and consumers, leading to less digital ad friction. In addition, Smart Objects offer unprecedented capability to record view engagements with brands, including viewability and intent to purchase.
The platform provides a set of tools for game developers, retailers, real estate and other XR content publishers. Trivver is using its Ethereum-based token, TRVR, to promote development of a library of Generic Smart Objects, the default 3D models that represent ad spots in the environment. As the library of Generic Smart Objects grows, it will become available to game developers for future development, as well as offer a way for XR developers and designers to become part of the Trivver ecosystem.
The Genesis
Founded in 2011, Trivver is the brainchild of founder and CEO Joel LaMontagne. A serial entrepreneur with a background in computer science and mathematics, LaMontagne’s previous work includes the creation of a patented digital randomization engine that facilitates nonlinear experiences for online gaming, education and military training.
“The epiphany [that led to Trivver] came to me back in 2007 when I witnessed my twelve-year-old son play an online game and repeat the same level again and again to achieve a better score, because he learned the game’s pattern,” LaMontagne said.
He added that Trivver’s multi-patented technology enables advertisers to easily deploy, monitor and efficiently measure user actions across all devices inside AR/VR/MR/3D — really any XR environment.
“Our ‘one and done’ IP allows a brand to create a single 3D Branded Object file and send it to many XR locations in just one click,” he said.
Trivver’s 3D Branded Object files, or “branded smart objects,” are native to the environment they are placed in, creating nondisruptive advertisements that consumers actually enjoy interacting with. Trivver, LaMontagne added, also monitors and tracks metrics to provide brands with detailed consumer data.
LaMontagne said that Trivver’s patented technology allows both large and small developers the ability to “become a part of our network and monetize their published content.” The Trivver ad network, he said, provides advertisers the ability to connect with smaller content providers seamlessly.
The “Virtual” Road Map Ahead
The public sale of TRVR commenced on June 15.
All available TRVR will be issued during the one-time distribution period with no additional issuance after the close of the campaign. The total number of TRVR to be issued will be calculated at the end of the distribution period.
“Our desire is to become the standard in XR advertising,” LaMontagne said. “We want to enable developers in the XR Space — both large and small — to fund themselves through advertising, to encourage the improvement of technology that enhances people’s lives and to make product placement in XR space as relevant and interesting to users as possible.”
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