Smart TV manufacturer Vizio has formed a partnership with nine media and advertising companies to develop an industry standard that will allow ...
REUTERS: Smart TV manufacturer Vizio has formed a partnership with nine media and advertising companies to develop an industry standard that will allow smart TVs to target advertisements to specific households, the companies said Tuesday.
The consortium of companies, dubbed Project OAR, or Open Addressable Ready, hopes to define the technical standards for TV programmers and platforms to deliver addressable advertising on smart TVs, which are WiFi-enabled TVs with apps for services like Netflix Inc and Hulu, by the end of this year, McAfee said.The consortium will need to decide on aspects like the technology to switch out ads and serve them to specific households, as well how it should be built, McAfee said.
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