Yet another consortium is forming among TV companies—this time to establish standards in addressable advertising.
Dubbed "Project OAR," which stands for Open Addressable Ready, the goal is to develop and deploy a new, open standard for delivering ads to individual households on smart TVs, which is known as addressable advertising.
At launch, the consortium includes NBC Universal, CBS, Disney Media Networks, Discovery, AMC Networks, Turner, AT&T's Xandr, Comcast's FreeWheel and Hearst TV, along with Inscape, a division of Vizio, which will develop the technology.
This is the latest effort by TV networks to work together to improve measurement and targeting to fend off digital ad behemoths like Google and Facebook.
Addressable advertising has long been ballyhooed as the holy grail of TV advertising. But after more than a decade of talking about the benefits of targeting individual households, the process of delivering such ads remains cumbersome and time-consuming.