At Area 120, Google has started to experiment with ad experiences that happen within a VR environment. Their goal is to make these ads native to VR, flexible enough to customize, and useful and non-intrusive for users.
Area 120 is an incubator for Google employees and was setup as a way to stop them from leaving Google completely to form a startup. They've come up with some unique and experimental applications so far, and now you can sign up to get early access to them.
Area 120 is Google's own incubator that enables ex-Google employees to start working on a project without going to a different company. One of them just released a new messaging app called Supersonic that offers live voice messages.