Web AR has some nice advantages,” 8th Wall CEO Erik Murphy-Chutorian told ARtillery Intelligence. “You’re not tied into a social network. You’re not tied into a platform. You don’t have to go to an app store and you aren’t restricted on devices. You can get on most peoples’ phones.Will consumers spend 90 seconds downloading an app for an experience that lasts 30 seconds? Consider this in light of dynamic AR activations within a store aisle or sharing a new lens with a friend. These scenarios have implications for web AR’s reach and viability as an ad platform.