Marketers as a whole have not quite figured out how and where their product fits into augmented reality (AR). As the hardware evolves and consumers adapt, that will begin to change, but any AR activation is of little value unless it can be measured. Tony Bevilacqua, founder and CEO of Cognitive3D—a platform that measures and analyzes data from AR, VR and mixed reality experiences—spoke with eMarketer’s Caroline Cakebread about the metrics available with current AR measurement tools and devices, and what to expect as the ecosystem advances.