CANNES\u2014A direct relationship with owners of television advertising inventory is one of the core premises behind Project OAR, which hopes to develop an open standard for addressable ads on connected TV\u2019s. \u201cAs long as there\u2019s someone in the middle, there are levels of complication that just won\u2019t make this work,\u201d says Jodie McAfee, SVP of Sales & Marketing at Vizio\u2019s Inscape<\/a> unit.<\/p>\n

The Open Addressable Ready consortium announced in March is the result of Vizio having watched a number of companies try to bring more scale to addressable TV, McAfee says in this interview with Beet.TV at the Cannes Lion<\/a>s International Festival of Creativity.<\/p>\n

\u201cThere are a lot of technical challenges with someone being in the middle of that conversation and then there are also a lot of business challenges. As long as there\u2019s someone in the middle, there are levels of complication that just won\u2019t make this work.\u201d<\/p>\n

OAR membership includes both inventory owners and platforms, ranging from CBS, Disney and NBCUniversal to AT&T\u2019s Xandr and Comcast\u2019s FreeWheel.<\/p>\n

By seeking an open standard, Vizio decided against \u201ctrying to force the entire market to jump into a single stack and adopt a single solution,\u201d McAfee says. Given that \u201cNBC\u2019s going to want to use FreeWheel, WarnerMedia\u2019s going to want to use Xandr, Disney has their deal with Google,\u201d allowing flexibility \u201cis the only way you\u2019re going to get to scale.\u201d<\/p>\n

Vizio sees itself as stewards and OAR members as owners. \u201cThey\u2019re the ones making the decisions and we\u2019re just building everything to their requirements.\u201d<\/p>\n

McAfee notes that most addressable TV execution to date has been through MVPD\u2019s. \u201cWe think there\u2019s a complementary ability to generate more scale on live linear,\u201d McAfee says, hence the inclusion of companies like Comcast and Xandr. \u201cWe bring incremental reach to all of those players and scale is absolutely critical to addressable. There needs to be more and there also needs to be more premium linear inventory in that bucket for addressable.\u201d<\/p>\n

McAfee says he\u2019s old enough \u201cto have watched multiple consortiums in our business not go very well. I think as a group we\u2019re beneficiaries of good timing in that I think the television stakeholders in our business understand that they need to work together to succeed.<\/p>\n

\u201cAnd so far our meetings have been very collaborative, everybody\u2019s leaned in pretty hard on the subject matter and everybody\u2019s cooperating. So I\u2019m really encouraged by that.\u201d<\/p>\n

This video is from Cannes Lions if from our series, Capitalize on Convergence, presented by Amobee.\u00a0 For more videos from the series, visit this page<\/a>.\u00a0 To find all Beet.TV coverage from Cannes, please visit this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014A direct relationship with owners of television advertising inventory is one of the core premises behind Project OAR, which hopes to develop an open standard for addressable ads on connected TV\u2019s. \u201cAs long as there\u2019s someone in the middle, there are levels of complication that just won\u2019t make this work,\u201d says Jodie McAfee, SVP of […]<\/p>\n","protected":false},"author":17,"featured_media":60956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8031,8018],"tags":[5296,5267,6851,7128,7448,7512,7993],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60931"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60931"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60931\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60956"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}