Ever since the Pokémon Go craze, interest in augmented reality (AR) has skyrocketed among marketers. The technology continues to evolve quickly, fueled by new developments and exciting possibilities. But the market is complex and can be intimidating for brands that want to get started with AR. Ed LaHood, CEO of augmented reality platform Thyng, spoke with eMarketer’s Victoria Petrock about the state of the AR ecosystem, how it's changing and what that means for marketers.