Vizio Certifies Firms' Technology for Addressable TV Ads
Vizio certified Google and six other firms for meeting technology specifications of the Open Addressable Ready (OAR) standard and successfully enabling addressable TV advertising campaigns, said Vizio Thursday. Vizio surpassed 11.2 million U.S. addressable TVs (see 2106090024) last month and…
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successfully launched live addressable TV ad campaigns with top TV networks, it said. “Addressable advertising is going to play an important role in the future of TV advertising, and we are working to ensure scale, standards and technology to power this future,” said Vizio Chief Innovation Officer Zeev Neumeier. OAR members include AMC Networks, Comcast NBCUniversal, Discovery Networks, Disney, E.W. Scripps, Fox, Hearst Television, Univision, ViacomCBS and WarnerMedia. Vizio is the lone TV company. Google received Project OAR certification for Google Ad Manager video and advanced TV solutions enabling programmer partners to deliver addressable ads on Vizio SmartCast TVs. Certification also allows technology partners to work more closely with OAR steering committee members including Disney’s Media Networks, WarnerMedia, Comcast NBCUniversal, ViacomCBS, Discovery, Hearst Television, AMC Networks, Fox, Scripps and Univision. It also allows for working with agency advisory committee members Publicis Media, Omnicom Media, GroupM, IPG/Magna, Dentsu Aegis Network, Havas, Horizon Media and RPA, Vizio said.