New consortium creating addressable advertising standard; deployment planned for next year

NEW YORK – Big name U.S. media and technology companies as well as smart TV company VIZIO are teaming up to develop and deploy a new, open standard for addressable advertising on connected TVs.Dubbed "Project OAR" for Open Addressable Ready, the consortium said Wednesday that it is working to define technical standards for TV programmers and platforms to deliver more relevant advertising experiences within linear and on-demand formats on smart TVs. The goal of the initiative is to provide ad-inventory owners, whether programmers or distributors, the technical means to better monetize every TV impression through segment-based audience targets and addressable...