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MadMenandtheMetaverse:

OpportunitiesandChallenges

inImmersiveAdvertising

AaronMassey,JuliaShullman,JasonKetover,LindaGoldstein,

FutureofPrivacyTellyMetaBakerHostetler

Forum

Whatis“themetaverse”?

Majortechnologicalcomponents:

●Extendedreality(VR,AR,MR)

●Virtualworldandgamingplatforms

●Neurotechnologies

●Haptictechnologies(touch)

●ArtificialIntelligence

●Othersupportingtechnologies:

○networkinfrastructure

○devices(mobile,wearables,headsets),

○decentralizedservices(edgecomputing,blockchain),

○3D/gameengines,designtools,socialmedia

Whatis“themetaverse”?

“Amassivelyscaledandinteroperable

networkofreal-timerendered3Dvirtualworlds

thatcanbeexperiencedsynchronouslyand

persistentlybyaneffectivelyunlimitednumber

ofuserswithanindividualsenseofpresence,

andwithcontinuityofdata,suchasidentity,

history,entitlements,objects,communications,

andpayments.”

–MatthewBall

ImmersiveDataCategories

●Sensordata

●Usageandtelemetrydata

●XRdevicedata

●Locationdata

●aandbiometricdata

●Sensitivedata

●Locationandspatialdata

●Healthdata

●Youthdata

Whatkindsofdataare

DatacategoryDatatypes

involved?

FaceandheadRawfaceimages,facialgeometry,mouthmovements,

headandneckpositionandmovement