Among all AR business models developing, advertising is one of the few already bearing fruit. Last year, $418 million was spent on AR advertising, and according to ARtillery Intelligence, the industry is projected to grow to $2.46 billion by 2022. So far, this mostly includes branded AR selfie lenses for fitting products like cosmetics, but categories will expand as AR continues to migrate to the rear-facing camera. Visual search will follow, led by Google, Pinterest and Snapchat, carrying the "high-intent" value that search is known for. But how will the industry get there? What's working today? How are consumers interacting with AR ads? How are business models developing? This session will answer all of these questions in a data-backed presentation that draws from ARtillery Intelligence's extensive research over the past year, and 15 years covering mobile and desktop advertising evolution.