_{Doug Rozen, CEO, dentsu Media, Americas}

As a marketing and advertising industry, we need to stop obsessing over the metaverse and start focusing on the bigger picture. Soon, we will all live in a multiverse.

Do you remember the so-called year of mobile devices, a concept we obsessed over for almost 10 years until one day we suddenly lived in a mobile-centric world while still living in our physical world? That is what is happening now with the emergence of Web3 and the new virtual realities. We will not escape to a metaverse; we will live through realities in a multiverse. Eventually, we will effortlessly transition from physical, digital, and virtual realities without having to punch a brick (AR headset) in the face to leave this reality.

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