Vizio wants to recommend more than just highly rated shows to buyers of its smart TVs: It wants to be able to bring targeted ads to your living room.

The electronics company has formed a partnership with nine media and advertising businesses, aiming to develop an industrywide standard that will allow smart TVs to show targeted ads to viewers around the world.

The new standard will address the issue of cookies, which are what allow internet browsers to show targeted ads when you surf the web from tablets, computers, or phones.

TVs currently don’t use cookies, which makes it so that ads cannot be targeted to specific viewers.

So far, every TV manufacturer has used different methods to target ads to viewers who own their brand of TV, making scalability of ad campaigns difficult, because various ad campaigns have to be targeted to owners of specific TV brands.

Understandably, major companies like Comcast-owned NBCUniversal, CBS, and AT Xandr are part of the partnership, which is called Project Open Addressable Ready.

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