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Longtime listeners will remember one of Alan\u2019s favorite AR anecdotes; the Burger King ad that digitally vandalizes a competitor\u2019s ad space. But has anyone stopped to think, does that digital space belong to anyone? Or to someone who might not care for digital ads existing there?\n\n\n\nYes, someone has \u2014 Dominic Collins\nfrom Darabase, who is building an AR digital permissions platform to\nensure the AR marketing ecosystem is fair and equitable for everyone.\n\n\n\n\n\n\n\nAlan: Hey, everyone. Alan\nSmithson here, and today we\u2019re speaking with Dominic Collins, CEO and\nco-founder of Darabase Ltd.,\na global platform that is managing and monetizing AR permissions on\nthe physical world. All that and more, on the XR for Business\nPodcast. \n\n\n\n\nDominic, welcome to the show.\n\n\n\nDominic: Thank you, Alan. I\u2019m\ndelighted to be here.\n\n\n\nAlan: We did an event about six\nmonths ago \u2014 with our law firm in Toronto, Fasken \u2014 and we did this\nkind of \u201cVR and AR through the legal lens\u201d event with the\nVR/AR Association in Toronto. And what we realized was there\u2019s this\nkind of massive problem that if you\u2019re putting augmented reality over\ntop of the physical world, who owns that data? Who\u2019s responsible for\nit? I think the first case study that we\u2019ve seen of this is Burger\nKing lighting McDonald\u2019s advertisements on fire in AR. This is going\nto be a really interesting space. And now with Snapchat putting world\nlenses on buildings. So this is what you do. What do you\u2013 walk us\nthrough, what it is Darabase does, and how it\u2019s solving this problem?\n\n\n\nDominic: Yeah. So you\u2019re absolutely right. You know, since we started the company about a year ago, there\u2019s so much that has happened to, I suppose, add further grist to our mill, that our service and services like this are required. We kind of see ourselves, I suppose, as the permission layer between the spatial web and the physical world. A lot of\u2013 it\u2019s amazing how many big companies now are kind of what I call the immersive lasagna that kind of \u2014 whether it be Magic Leap\u2019s Magicverse or the real world index and Facebook \u2014 you kind of got these great slides with these, you know, loads of layers with the physical world, or the digital twin, and infrastructure, and all these things that sit on top. But as you say, it doesn\u2019t really feel that the permission of the real-world physical property owner is taken into consideration. Our insight, I suppose \u2014 and my background is more conditional and working in marketing \u2014 is that where media and platforms have really thrived historically \u2014 and when they\u2019ve really kind of accelerated in terms of growth and adoption \u2014 has been where all of the axes engaged and rewarded appropriately. And from a digital perspective, there\u2019s never been a time where permission and privacy and consent had more of the spotlight. So Darabase, essentially it is \u2014 at its simplest form \u2014 an AR database, hence \u201cDarabase\u201d, but we have a global database of permissions where physical property owner \u2014 whether that be a big iconic building, whether that be a retailer \u2014 is able to register in a kind of technology platform-agnostic way, so this one will work across all the different AR clouds or platforms or whatever you want to call them, that they can register what appears on their property. Now we\u2019re talking commercial content. We\u2019re not saying that we\u2019re trying to govern and be a police force for editorial content. But if someone was to put commercial content or advertising on a building, then we believe that the physical property owner should have a say. That\u2019s a far more scalable and appropriate mechanic, th