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Can the TV biz finally get its act together to target ads to viewers the way internet companies have done for years?
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.
Group - Project - OAR - Open - Addressable
The group, dubbed “Project OAR” (for “Open Addressable Ready”), said it 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.
OAR’s enabling technology will be developed by Inscape, the automatic content recognition (ACR) and data-tracking company owned by Vizio — but the group says the technical standards will be fully open and available to all comers. The consortium aims to have a working product to demo this spring 2019 with full deployment targeted for early 2020.
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“We all recognize the most important goal of this initiative is to drastically enhance the TV experience for people at home,” Vizio founder and CEO William Wang said in announcing the launch of Project OAR.
Goal - Project - OAR - Owners - TV
The goal of Project OAR is to give owners of TV ad inventory, whether programmers or distributors, the technical ability to monetize TV impressions through segment-based audience targets and dynamic, addressable ad insertion.
“TV programmers reach a massive and passionate audience, but have lacked the precision targeting of digital,” said Mike Dean, CBS’s SVP of advanced advertising and automation. “Through OAR, CBS will combine relevance with our reach to deliver a better experience to our viewers and better ROI [return on investment] for our advertisers.”
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