Addressable TV advertising success boils down to standards

Addressable TV marketing has progressed a lot over the past few years, but the industry could still benefit from standards to help compete with digital.That was the topic up for discussion during a Wednesday panel at the TV of Tomorrow Show. Zeev Neumeier, founder of Inscape, said that the industry reached an inflection point this past year where people got comfortable matching data sets and driving addressable TV. But wanting to own a segment of the market is still a big driving force for companies, and Gerrit Niemeijer, CTO at NCC Media, said that if television stays fragmented and in siloes that the television industry will continue to lose out to digital. Neumeier pointed toward Project OAR, an inventory expansion for addressable that has attracted partners including CBS, Comcast, Disney, NBCUniversal and Xandr. He said that Vizio, which owns Inscape, knew Project OAR wouldn’t work as a closed standard. He said the project needed to open up its stack and help other people adopt the standard so it can get to scale.