Dubbed Project OAR for Open Addressable Ready, the consortium says 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. Project OAR will aim to allow ad-inventory owners, whether programmers or distributors, the technical means to better monetise every TV impression through segment-based audience targets and addressable insertion.

The consortium believes that its work will open up a direct dynamic ad-management pathway between content owners and TV devices. As well as Vizio, companies at the launch include Disney’s media networks, Turner, Xandr, Comcast’s FreeWheel and NBCUniversal, CBS, Discovery, Hearst Television, AMC Networks, VIZIO and Inscape.

The consortium has an initial pledge from Vizio that once the standard is developed it can be deployed on its opt-in footprint of connected TVs, though the protocol will be open and designed to enable any internet-connected TV maker and connected-device company to take advantage of it. The OAR standard will be designed to implement a technologically sound, dynamic ad-delivery system while utilising industry privacy best practices.

“TV programmers reach a massive and passionate audience, but have lacked the precision targeting of digital,” said Mike Dean, senior vice president, advanced advertising and automation at CBS. “Through OAR, CBS will combine relevance with our reach to deliver a better experience to our viewers and better ROI for our advertisers.”

“Project OAR complements our strategy around new data-set development supportive of our own company insights,” added Jesse Redniss, EVP of data strategy, WarnerMedia and GM of the WarnerMedia 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.”