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Project OAR needs bigger hardware names – Nielsen circles eagerly

US smart TV maker Vizio initially appeared to secure a noteworthy leg up on rival manufacturers by signing up a series of major broadcasters to jointly develop a new addressable advertising standard for the connected TV space. It is the latest attempt by the digital TV ecosystem to replicate the advanced targeted advertising capabilities of the internet era – but how open will the newly formed Open Addressable Ready (OAR) consortium really be? Networks from Disney, CBS, Turner, NBC and Discovery have all signed on the dotted line, alongside major ad technology units like Comcast’s Freewheel, AT&T’s Xandr and more. The group is pledging to build a technical platform for ad inventory holders, distributors or programmers to enable improved monetization…

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