Why this is necessary: TV networks (national) currently have to work with pay-TV providers to identify users through subscriber data. To make matters worse, this is a fractured process with no standard between pay-TV providers.
How it will work: Inscape will develop the watermarking standard to help TV networks send targeted ads to smart TVs. The standard will be open and available to other smart TV manufacturers such as Samsung and LG.
Quote from Jodie McAfee — SVP, Sales + Marketing @ Inscape:
“The only way this really works is if there is a direct relationship between the publishers and OEMs [original equipment manufacturers],”
The players in Project OAR:
1) AMC Networks
4) Comcast NBCUniversal
Two benefits for national networks: Provide them with a way to offer addressable advertising during their share of the ad minutes without having to work with a pay-TV provider.
Ad minutes per hour (% of total):
1) National — 14 (87%)
2) Local — 2 (13%)
Something cool that you may have missed: Comcast released a white paper titled The New TV that breaks down the video ad ecosystem in relation to the viewer.