| 02 February 2021
Broadening the scope and reach of the media consortium created to establish a common technology for dynamic, addressable advertising management for TV, leading US Hispanic media company Univision has joined Project OAR.
The Open Addressable Ready standard is designed to help optimise ad inventory and take advantage of unsold and underperforming inventory, while also highlighting how to target different demographics and specific regions with localised ad content. In early 2020, members of the consortium began testing measurement and technical specifications for the management and delivery of addressable ads. Project OAR members also embarked upon market trials in the second half of 2020 to deliver more relevant advertising experiences within linear and on-demand formats on smart TVs.