These Programmers Are Ready to Test Project OAR's Addressable Tech

Fox, ViacomCBS, NBCU among networks selling targeted ads on Vizio smart TVs

Nine major programmers are set to begin trials of Project OAR’s addressable TV technology.

Fox, ViacomCBS, NBCUniversal, E.W. Scripps and AMC Networks will begin their tests on June 24, while Disney Media Networks, Discovery Networks, Hearst and WarnerMedia will start their trials in mid-August.

Since its formation in March 2019, Project OAR (Open Addressable Ready) has been bringing together programmers, agencies and ad-tech companies to build and standardize a solution that allows networks to sell addressable TV inventory across smart TVs.

“We view the bulk of this year as a proof of concept opportunity, and a trial opportunity, with everybody really jumping in feet-first in early 2021,” said Jodie McAfee, svp of sales and marketing at Inscape, the Vizio-owned data company leading Project OAR.

The

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