The global tech giant, Meta, is gearing up to make it easier for brands to run 3D ads on its pioneering social media platforms, Facebook and Instagram, through a new partnership with the industry leader in 3D eCommerce technology, VNTANA.
VNTANA obtained alpha access to Meta’s AR Publishing API, enabling it to automate the creation and publication of 3D assets for ads. Simply put, it will allow brands to upload the 3D models of their products to the ads library and deliver a more immersive shopping experience to their customers.
The partnership is a crucial milestone for bringing advertising in the metaverse. It will provide an innovative way for brands to connect with their consumers, helping VNTANA realize its vision of democratizing the retail industry.
“This technology delivers benefits to both the retailer and the consumer, as it gives the consumer a better understanding of the product,” said Ashley Crowder, VNTANA co-founder and CEO.
VNTANA’s patented optimization algorithms can optimize 3D design files, which are too large to upload and would take 3D artists days to alter for Facebook and Instagram standards. VNTANA’s software automates this task, enabling brands to use their designs across Facebook, Instagram, eCommerce, game engines, and other platforms.
Meta has also previously partnered with other augmented reality companies, such as Modiface and PerfectCorp, to venture into 3D and AR advertising for its platforms.
“3D and AR open a new door of advertising possibilities for retail and e-commerce brands, improving the customer experience from the point of acquisition,” said Chris Barbour, Director, Augmented Reality Business Development & Partnerships – Meta Reality Labs.
Nevertheless, this is just the foremost of the several initiatives Meta and VNTANA expect to undertake as they deepen the integration between their two platforms over the course of their partnership.
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