Verance Corporation, a provider of standards-based watermarking, has announced plans to add support for Project OAR (Open Addressable Ready) to its Aspect platform.

Project OAR is a multi-industry consortium that was created to establish open standards to deliver better advertising experiences to viewers through the use of dynamic advertising on internet-connected TVs and devices.  While the technical specifications of OAR have not been revealed, watermarking technologies are expected to factor into the accurate delivery and decisioning of addressable TV advertising.

The support for Project OAR extends Aspect’s existing support for ATSC watermarking standards that enable delivery of hybrid broadcast-broadband features within both ATSC 1.0 and 3.0 environments.  Aspect’s support for both OAR and ATSC will ensure access and interoperability across the two environments.

“Project OAR has made remarkable strides in bringing the industry groups together and readying a solution for today’s environment,” said Nil Shah, Chief Executive Officer of Verance.  “Addressable advertising is poised to transform the television industry and watermarking will accelerate its benefits.”

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