Univision has joined Project OAR, the consortium of media companies formed to establish a common technology for dynamic, addressable advertising management for TV.
Univision will serve as a member of the group’s primary steering committee, along with AMC Networks, Comcast NBCUniversal, Disney, Discovery, Comcast's FreeWheel, Fox, Hearst Television, E.W. Scripps, WarnerMedia, ViacomCBS, Xandr and smart-TV maker Vizio.
will help Univision develop and deliver new, addressable ad products and solutions across its Spanish-language television portfolio, including broadcast networks Univision and UniMás, and cable
networks TUDN and Galavisión.
Univision, which plans a Q1 launch of PrendeTV, an ad-supported, Spanish-language streamer for U.S. Hispanics, yesterday announced it acquisition of VIX, the leading existing AVOD serving both U.S. Hispanics and consumers throughout Latin America.
Project OAR’s Open Addressable Ready standard is designed to help optimize ad inventory, leverage unsold and underperforming inventory, and optimize targeting to different demographics and specific regions with localized ad content.
Early last year, consortium members began testing measurement and technical specifications for the management and delivery of addressable ads within linear and on-demand formats on smart TVs. Project OAR began market trials in second-half 2020.