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Oath takes a page from Snapchat with new AR mobile ad format

Verizon-owned Oath is pushing a new set of mobile ad units, including an augmented reality advertising format. Oath’s AR ads will be produced by Oath’s creative arm RYOT Studio, and will be powered by Yahoo Gemini native advertising product. The AR ads will be delivered to consumers on mobile phones within apps like Yahoo Mail. Consumers will be able to click on the ads to enter the “immersive” experience which accesses the phone’s camera in order to project virtual objects onto real world environs. In that way, Oath’s ad format works much like Snapchat’s AR filter adverts. Oath has signed up two brands for the new ad format: Home Depot, which will see consumers placing objects like a Christmas tree…

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