New York City, May 11, 2020 — The E. W. Scripps Company and an expanded group from ViacomCBS have joined Project OAR, the consortium working to recommend open standard protocols for TV programmers and platforms to easily manage, sell and deliver more relevant advertising experiences within linear and on-demand formats on smart TVs. The two media network groups join the consortium on the heels of the group reaching a consensus for the measurement and technical specifications for the management and delivery of addressable ads across all forms of television. At this year’s CES event, members of Project OAR showcased specs around linear dynamic ad insertion, ad engine integration capabilities with TV’s major ad delivery and enablement engines, and since then they have been pushing software and firmware updates to millions of smart TVs. Scripps, which operates 60 local TV stations in 42 markets across the U.
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