Google is showcasing its first ever cube-shaped advertisement.

The new virtual reality ad format is a three-dimensional shape that will open a video player when tapped or gazed at for a few seconds. 

It’s not an official product at this point, but rather a mock-up of what a simple non-intrusive ad might look like in a VR environment. The project, called Advr, was conceived within Area 120, Google’s internal incubator for experimental ideas and far-out concepts.

Google engineers said in a blog post that they had set out to make something simple and minimally disruptive—the two biggest priorities they’d heard from advertisers and developers. Read more…

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