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Project OAR aims to make addressable ads on TV a reality

Multiple media and technology companies have joined the consortium

A new consortium made up of leading media and technology companies is aiming to create a new open standard for addressable advertising on connected TVs.

Disney’s Media Networks, AT&T’s Xandr and Turner units, Comcast FreeWheel and NBCU units, CBS, Discovery, Hearst Television, AMC Networks, Vizio and Inscape are working on Project OAR, or Open Addressable Ready.

The consortium will try to define technical standards for TV programmers and platforms in order to deliver more relevant advertising within linear and on-demand formats on smart TVs.

“Project OAR complements our strategy around new data-set development supportive of our own company insights,” said Jesse Redniss, executive VP of data strategy/product innovation, Turner and GM of the Warner Media Innovation Lab. “It’s important for us to come together as an industry and create connective experiences that matter to fans, and that includes how we use data to inform and broaden spaces like addressable TV.”