Conference Proceedings
Project OAR, Making Addressable Ads On TV A Reality
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Description
A new consortium, led by TV manufacturer VIZIO, is promising to assemble the right technology platform and media partners to make addressable ads on television a reality, as soon as early 2020. The group, dubbed “Project OAR” (for “Open Addressable Ready”), will define technical standards for TV programmers and platforms to deliver targeted advertising in linear and on-demand formats on smart TVs. The founding members include Disney Media Networks (which includes ABC, ESPN and Freeform), Comcast’s FreeWheel and NBCUniversal, Discovery, CBS, AT&T’s Xandr and WarnerMedia’s Turner, Hearst Television and AMC Networks. Members of the OAR consortium talk about the deployment of a new, open standard for addressable advertising on connected TVs.
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