Project OAR, the technology consortium created in 2018 to deliver better advertising experiences to viewers through the use of dynamic advertising on internet-connected TVs and devices, announced a series of updates:

Ad Engine Integration: The consortium, working with smart TV company VIZIO, agreed on much of the technological specifications, and announced that it has begun implementing the technical integrations with TV’s major ad-delivery and enablement engines FreeWheel, Google Ad Manager, Xandr and INVIDI. 

Technology Deployments in Hardware: VIZIO has started pushing software and firmware updates to a footprint of over 13 million smart TVs across the U.S. that enable frame-accurate dynamic ad insertion. 

Measurement Specifications: The Project OAR measurement subgroup, composed of large agencies and TV programmers, has completed the technical specifications for measurement of dynamic inventory. “The trick is not how we measure addressable inventory but how the addition of new measurement specifications can help to unify dynamic inventory with traditional linear ad exposures,” said Helen Katz, SVP, Director of Global Insights and Analytics for Publicis Groupe. 

“We are excited about the progress we’ve made to advance the technical and measurement specifications; it speaks to the commitment everyone has to innovate experiences on behalf of brands and consumers,” said Laura Nelson, SVP, Advertising Solutions & Performance Advertising at Disney Advertising Sales.

“Transforming an industry requires a collective effort from all stakeholders, and we are excited to share progress on the consortium’s efforts over the past year. Our hope is that this lays the groundwork for a year where addressability across all platforms begins to standardize, unlocking new opportunities for advertisers and better viewing experiences for consumers,” said Dan Aversano, senior vice president of Ad Innovation and Programmatic Solutions, Ignite, WarnerMedia Ad Sales.