A major new industry-wide addressable advertising consortium, called Project OAR (Open Addressable Ready), has formed. It is led by smart TV manufacturer Vizio, along with eight TV-media companies.

But what does this mean for CTV? According to Gio Gardelli: “It will now become a lot harder to track web conversions for campaigns.” Speaking at the IAB’s Audience Connect summit, Gio Gardelli called ...