Google today is more formally taking the wraps off its internal incubator, Area 120, with the launch of a dedicated website, alongside the launch of one of the program’s more interesting projects to date: a way to advertise within VR. The new experiment, which is simply called Advr, involves a cube-like ad format which allows video ads to run in a 3D/VR environment.
Area 120 was launched at Google in March, 2016, as a way to retain entrepreneurial-minded talent at the company, as well as give teams the ability to test new ideas that could eventually become Google products, or be integrated with existing products.
That hasn’t happened yet, as the R&D program is still fairly new.
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