The Coke example makes no sense for a couple reasons: 1) Oculus' SDK does know where your head is pointing, but it has no idea what the game engine is actually

The Coke example makes no sense for a couple reasons: 1) Oculus' SDK does know where your head is pointing, but it has no idea what the game engine is actually rendering in that direction. It just warps the image the game engine gives it and passes it through to the headset. There's no real way to glean semantic information about what you're looking at through their platform. 2) If Coke wanted to track this, why would they track it through Oculus instead of just asking the game developer who has agreed to the product placement to track that information themselves? That's much easier technically and from a business standpoint. Of course, you could do this for any game or application, VR or otherwise. But I guess that makes it less of a story.