TV’s Biggest Media Companies Team Up to Create an Addressable Advertising Standard

Project OAR consortium draws Disney, AT&T, Comcast and others

For the past decade, publishers have referred to addressable as the “holy grail” of TV advertising. And now many of the industry’s biggest media companies—including Disney, AT&T, Comcast and Discovery—are joining forces to help finally make it a reality, by creating an addressable advertising standard for smart and connected TVs.