iSpot Expands Unified Measurement Capabilities to Include Project OAR Specifications

iSpot is happy to announce it has done the work to help brands and networks measure addressable advertising campaigns in accordance with the Open Addressable Ready measurement specifications developed by Project OAR, the consortium of media companies agencies and TV company, VIZIO.

iSpot is the only company to create a real-time TV ad feed that matches all creatives on TV to VIZIO’s footprint of 16 million opt-in devices and generates verified impressions and spot level attention metrics real time and at scale. This exclusive right and unique ability puts iSpot in a great position to measure addressable inventory delivered across VIZIOs footprint in much the same way they are able to do it for OTT/CTV and local cable today. 

The ability to support the OAR standard marks an extension of iSpot’s market-leading Unified TV ad measurement capabilities. Hundreds of blue chip brands and platforms such as OpenAP and Oracle’s Moat Reach now utilize iSpot’s data platform to quantify the incremental reach and business outcomes OTT and CTV advertising generates in the context of linear investments.

“As addressable TV advertising capabilities evolve into linear optimizations on smart TVs, accurate spot level measurement, unified across platforms and consumer channels is the critical factor in accelerating growth,” said Steve Murtos, VP at iSpot an, addressable advertising veteran. “We’re excited to work with all our network and brand clients to help bring this exciting part of the TV ad market to its next phase.” 

“We are encouraged by the continued investment that iSpot and the broader media industry is making to support an open standard for addressable advertising,” said Adam Gaynor, VP of Network Partnerships and Head of Addressable at VIZIO and leader of the steering committee at Project OAR. “Accurate third party measurement at scale is a critical component for the buy and sell side to leverage the OAR standard and deliver viewers a better more relevant viewing experience.”

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