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.
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 .
To read this entire article, please click here .