Project OAR -- an addressable TV ad consortium of media companies and TV set maker Vizio -- is now working with TV research company iSpot.tv on measurement specifications.

Project OAR (‘Open Addressable Ready’) is looking to extend audience target-centric, addressable TV advertising efforts.

Using Inscape, a data-tracking company owned by Vizio, iSpot.tv generates impressions and attention metrics among Vizio’s footprint of 16 million opt-in devices, including matching data to TV commercials’ creatives. The data comes from automatic content recognition (ACR), largely from smart TV sets.

Founding members of Project OAR, which started up in 2018, include Disney Media Networks, Comcast's FreeWheel and NBCUniversal, Discovery, CBS, AT&T’s Xandr and WarnerMedia’s Turner, Hearst Television and AMC Networks.

This year, ViacomCBS and E.W. Scripps joined Project OAR.

At the Consumer Electronics Show in January, Project OAR announced it is now starting up technical integrations with major ad-delivery systems including Comcast’s FreeWheel, AT&T’s Xandr, Google Ad Manager, and Invidi.

In a blog post, iSpot.tv says it works with hundreds of brands and other advanced advertising platforms including OpenAP and Oracle’s Moat Reach who use iSpot's data platform to determine “incremental reach and business outcomes that OTT and CTV advertising generates in the context of linear media investments.”