From PC Mag: Tracking people on the internet is easy using cookies, but on televisions there's no such equivalent. However, TV manufacturer Vizio is aiming to change that by introducing a new standard that allows for targeted advertising per household.
As Reuters reports, Vizio wants to offer per-household targeted advertising through its Smart TVs. In order to do that it is partnering with nine companies from both the media and advertising sectors. Those companies include Comcast's NBCUniversal, CBS Corp, and AT&T's Xandr, and the new consortium they have formed is called Project OAR (Open Addressable Ready).
The desired goal of the consortium is to create a standard for addressable advertising specifically through Smart TVs that are connected to the internet. Vizio would include it as a feature of its new TVs, but the standard would be open allowing all TV manufacturers to adopt it if they so wish.
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