In this paper we present our work towards a remote, cloud-based, large-scale platform aiming at offering Virtual Reality advertisements to end-users on a wide range of terminal devices. While the remote and distributed nature of the platform allows us to display complex content on lightweight devices, the system architecture can also adapt to high-quality content for high-end displays. More importantly, we implement an extended version of the MPEG-7 standard for VR scenes, which allows us to manage the 3D worlds stored in the cloud in a content-aware manner. The system also integrates the dominant standards in the fields of Web 3D and multimedia broadcasting, in order to achieve maximum extensibility and interoperability, towards a platform that will be able to offer lightweight yet immersive VR marketing experiences within Web-based environments.
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