Smart TV manufacturer Vizio has formed a partnership with nine media and adverti...
- 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 includes major TV networks like Comcast Corp’s NBCUniversal and CBS Corp, as well as advertising technology companies like AT&T Inc’s Xandr. 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.
While Inscape, which specializes in smart TV data, will build the technology, it will be an open standard, meaning any TV manufacturer or connected-device company will be able to integrate the standard in their products.
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