TVSquared Announces Support for Project OAR to Drive the Industry Standard for Addressable Measurement & Attribution

September 29, 2020

NEW YORK – Sept. 29, 2020 – TVSquared, the global leader in cross-platform TV measurement and attribution, announced today that its ADvantage platform now supports the Project OAR (Open, Addressable, Ready) open standard. ADvantage enables scalable, always-on measurement and attribution of addressable TV ads to Project OAR’s networks, station groups and agency holding companies, an initiative covering more than 10 million households.

Project OAR, made up of leading U.S. media companies, is at the forefront of establishing industry standards for addressable TV advertising. As more programmers allocate addressable inventory, TVSquared can support measuring and attributing aggregated household-level audiences at scale.

“Advertisers are spending more money in the addressable TV realm and we are able to expand that scale and provide access to glass-level viewership across millions of households,” said Adam Gaynor, Vice President of Network Partnerships, VIZIO.  “Addressable TV buys are made dynamically and in real-time, and to attribute those buys, advertisers need access to platforms that can thrive in those environments. We are excited that TVSquared has adopted the OAR open standard, making the company’s ADvantage platform a great consideration for advertisers who are ready to benefit from addressable TV.”

With ADvantage, advertisers get full DMA and national demographic coverage for millions of opted-in VIZIO Smart TVs to understand impression delivery tied to business outcomes, as well as reach, frequency and unique unduplicated reach extension for their addressable ads.

“The future of TV is addressable for both the buy and sell sides, and it has become one of our fastest-growing businesses,” said Jo Kinsella, President, TVSquared. “We measure and attribute TV the way consumers watch it – across time, devices and platforms. We are excited to support the Project OAR open standard to provide independent measurement and attribution at scale for addressable TV.”

TVSquared leverages available datasets by country to measure cross-device and cross-screen, including TV networks, MVPDs, local cable and broadcast, OTT, CTV, programmatic, addressable and VOD.

About TVSquared

TVSquared is the largest global enterprise platform for unified cross-platform TV measurement and attribution. TVSquared’s always-on analytics platform empowers brands, agencies, publishers, MVPDs and DSPs to quantify TV’s impact, tie it to business outcomes and optimize reach, frequency and performance across TV everywhere. Thousands of advertisers in more than 70 countries work with TVSquared to measure TV across millions of households and billions of ad impressions. Learn more at

About Project OAR

Project Open Addressable Ready is a technology consortium created to deliver better advertising experiences to viewers through the use of dynamic advertising on internet-connected TVs and devices. Formed in 2018, OAR steering committee members include AMC Networks, Discovery Inc., Disney Media Networks, Comcast’s FreeWheel and NBCU, Fox Corporation, Inscape, Hearst Television, The E.W. Scripps Company, ViacomCBS, VIZIO, WarnerMedia and Xandr. The consortium provides technical specifications and best-practice provisions for the selling, targeting and measurement of TV advertising within privacy-compliant, consumer-forward TV environments and is open to content providers and OEMs.

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