a processing system including a processor; and

a memory that stores executable instructions that, when executed by the processing system, facilitate performance of operations, the operations comprising:

obtaining an advertisement package, wherein the advertisement package defines an interactive extended reality (XR) advertisement for presentation in an extended reality environment of a first user, wherein the advertisement package includes a plurality of optional features for inclusion in the advertisement;

obtaining first user information regarding a first user environment and first user equipment;

selecting one or more of the plurality of optional features based at least in part on the first user information, resulting in selected optional features;

generating the advertisement including the selected optional features, the advertisement comprising an interactive XR advertisement;

presenting the advertisement at the first user equipment;

receiving a request from the first user equipment to share the advertisement with a second user;

obtaining second user information regarding a second user environment and second user equipment;

adapting the advertisement in accordance with the second user information, resulting in an adapted advertisement;

presenting the adapted advertisement at the second user equipment;

monitoring a first engagement of the first user with the advertisement and a second engagement of the second user with the adapted advertisement; and

modifying one or both of the advertisement and the adapted advertisement in accordance with the monitoring to include one or more additional optional features.