If you want to build AR experiences with Unity without any third-party libraries, EasyAR is a good choice. It's a full-fledged platform that includes spatial mapping, motion tracking and image recognition, along with a flexible and modular API that fits well with Unity. The company offers several subscription levels, and the platform has extensive documentation, community support and a toolchain that's relatively easy to use, so it's good for developers at any level.
Another contender is Blippar, which offers a collection of tools to build AR experiences without programming. Blippar's Blippbuilder Studio is relatively easy to use and supports mobile devices and AR headsets, including marker and face tracking. It also offers a Unity plug-in for those who prefer to work within the game engine, so it's good for beginners and experts.
If you're looking for a more web-centric AR option, 8th Wall is a good option. It lets developers build immersive web-based AR and 3D experiences that can be viewed in ordinary web browsers, not just separate apps. That's good for marketing, education and retail, where augmented reality can be a good way to bring some excitement to websites and online ads.