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Fox, ad agencies join addressable TV consortium Project OAR

Fox Corp. joins consortium to tackle addressable TV advertising

Project OAR, a group dedicated to standardizing addressable advertising, has bolstered its ranks with the addition of Fox Corp and an agency advisory committee.

The additions come as OAR (Open Addressable Ready), which officially formed in March, works to develop a new, open addressable advertising standard on connected TVs. OAR plans to launch the offering in the first half of 2020.

Fox now joins the consortium's steering committee, alongside OAR founding members Disney Media Networks, Warner Media, Xandr, FreeWheel, NBC Universal, CBS, Discovery, Hearst Television, AMC Networks, smart TV company Vizio and TV data company Inscape.

“Fox has long been a proponent of industry-wide collaboration, and we are pleased to join other leading media companies and our agency partners to innovate strategically around standards for addressable advertising," said Dan Callahan, vice-president of audience and automated sales at Fox Corp. "We believe that this consortium, which benefits from both sell-side and buy-side support, will help drive adoption across the industry and enable us to execute at scale.”

OAR has also formed an agency advisory committee that includes participation from Publicis Media, Omnicom Media Group, GroupM, IPG/Magna, Dentsu Aegis Network, Havas and Horizon Media.

The committee is meant to provide "buy-side insight into the issues critical to a thriving addressable marketplace," according to a statement from OAR. The committee will look to tackle issues such as measurement, inventory management, privacy and cross-network targeting.

Networks continue to band together in a nascent space. OAR members Fox and NBC Universal are also apart of OpenAP, another consortium looking to standardize audience buying across advanced TV.

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