Project OAR

Panel at Virtual Fall TV 2021 says the tech is here and works, but interoperability related issues (still) are a problem

Project OAR, the group started by Vizio to create standards for addressable advertising, has certified that several companies have met the Open Addressable Ready technical specifications.

Vizio said it can now dynamically insert commercials into live programming, enabling addressable ad campaigns that can reach 11.2 million of its smart TVs.

Makes deals with Direct TV, Dish and Vizio

Ad tech company Beachfront said it ran a national addressable ad execution on Vizio smart TV sets that met the specifications of the Open Addressable Ready consortium.

Univision said that it joined Project OAR, the consortium aimed at creating standards for addressable television advertising.

Analytics company's exclusive real-time ad feed matched with Vizio's ACR gives measurement company ability to measure all ad types

Vizio, the smart TV set maker that is expanding its adderssable advertising business, said it hired Adam Gaynor as VP of network partnerships.

Analyst Alan Wolk explains how ad overlays on smart TVs allow networks to avoid relying on MVPDs to serve up addressable ads