What comes after 5G? Here’s What Your Business Is Looking For Right Now

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Protest. Vandalism of 5G infrastructure items. The economic slowdown, if not the slowdown, is related to the COVID-19 pandemic. These are some of the factors that were holding back the global implementation of 5G. But, it looks like the process is now accelerating in 2022.

More importantly, commercial 5G networks have already been deployed (and are still counting) in more than 60 countries around the world. The industry is already discussing new connectivity technology yet to be adopted, such as 5G Advanced and 6G. Plus, how they will drive the digital transformation ahead.

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Impact of 5G-Advanced Roll-out

Network slicing, edge computing and other culprits of 5G advance (5G v18 and higher) will inevitably have a huge impact on the digital advertising ecosystem.

What is needed for this, seamless URLLC communication will soon make real-time Ultra HD video streaming (for example, using H.266 and DNN-based video coding) a new norm. This will of course also expand the available Web XR advertising opportunities.

The widespread deployment of 5G Advanced in urban areas will also lead to the release of a greater multitude of smart devices. Beyond traditional 5G-enabled smartphone models, whose install base is projected to exceed three billion by 2027 (per Futuresource Consulting).

This will result in the expansion of the immersive advertising market, making it more competitive. Exclusively in the shoppable XR vertical.

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6G. new horizons to explore with

The concept of 6G is evolving around the convergence of communication and computing. As with inherently embedded AI technology, its primary impact on the digital advertising landscape will naturally be deeper and more granular personalization and ubiquitous connectivity or reach. And of course, promoting Metaverse advertising.

Growth of the latter segment, in particular, is likely to be driven by the introduction of new, avatar communication opportunities in the VR/AR/MR space. This will further blur the line between the real and virtual lives of the customers. Due to scalable analytics, this will also lead to the opening of more AI-powered contextual targeting options in the metaverse.

Furthermore, given the natively embedded AI/ML and impeccable edge computing capabilities, it is likely that we will see an increase in programmatic ad buying activities in the metaverse over the next few years.

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