Vizio, the big smart TV set manufacturer, is merging Inscape, its data operations, with Vizio Ads, its smart TV advertising selling division.

Vizio’s Inscape, which has a database of more than 16 million U.S. TVs, is folding all resources and operations under the Vizio Platform umbrella -- that being the Vizio SmartCast TV home screen operating system and advertising business.

Michael O’Donnell, formerly senior vice president of platform business for Vizio, has been named chief revenue officer of Vizio Platform, overseeing programmers, platform partners, advertisers and data products.

Zeev Neumeier -- founder of Cognitive Networks, which then became Inscape -- will be chief innovation officer of Vizio. He was formerly been senior vice president of product for Inscape.

Additionally, Jodie McAfee, who was senior vp of sales and marketing for Inscape -- who headed up the formation of Project OAR, the addressable advertising consortium -- will become senior vp of strategy and marketing for Vizio Platform.

Project OAR will continue under Adam Gaynor, who was recently hired as vp of network relationships/head of addressable.

Currently members of Project OAR (Open Addressable Ready) include: Disney’s Media Networks, Comcast’s FreeWheel and NBCUniversal, Xandr, WarnerMedia, Discovery, Hearst Television, AMC Networks, ViacomCBS, E.W. Scripps, Vizio and Inscape.

The SmartCast platform has more than 200 free ad-supported TV channels.