Advertisers can look to the metaverse as a place to unite the real and virtual worlds with immersive shopping, large events and similar experiences, writes Nicola Mendelsohn, vice president of Meta’s global business group in a company blog post. While the rollout of these capabilities may be a decade out, Mendelsohn says brands should start preparing now by investing in video, augmented and virtual reality and other immersive technologies while consumer adoption grows.