OAR Wooing More Members, Says Vizio; 'Too Early to Tell' if TV Modifications Needed

Project OAR is “actively in talks” with other TV makers and has issued invitations to join the consortium, a Vizio spokesperson emailed us Wednesday, after Tuesday's announcement (see 1903120071) its Inscape technology is at the heart of the Open Addressable Ready standard for targeted advertising via connected TVs. OAR was formed last year with founding members CBS, Disney's Media Networks, Comcast's FreeWheel and NBCUniversal, Xandr, Turner (now part of AT&T), Discovery, Hearst Television, AMC Networks, Vizio and Inscape. The charter is to “deliver better advertising experiences to viewers” through dynamic commercials on internet-connected TVs and devices. There’s no exclusivity period for Vizio or any other network or platform member, the spokesperson said: The working group was “formed under the concept that a rising tide lifts all boats." On whether any modifications will be required to TV designs to accommodate the standard, he said the group is working on specifications that allow for easiest adoption, and "it's too early to tell if any changes will be required." Viewers will be given the option to participate in addressable, "and they may subsequently opt out if they choose," he said. On whether consumers would lose access to certain features or functionality if they opt out, he said the goals are more relevant ads and better viewing experience.