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When Facebook announced plans to expand its digital foothold in October 2021 and rebrand to Meta (in tribute to the virtual world it’s building), marketing fervor for “the metaverse” reached fever pitch.
Almost one year on, a new advertiser dips a toe into the virtual realm on a weekly basis. McKinsey has forecast metaverse platforms will add between $2 trillion and $2.6 trillion to the ecommerce market by 2030. In the same timeframe, it is set to add $144–206 billion in value to the advertising industry.
However,
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