Disney, Comcast, NBCUniversal, and other top media companies have teamed up with VIZIO for a new standard that will bring targeted ads to television viewers. VIZIO, which recently lost $2.2 million after being caught tracking and selling viewing data using software on its Smart TVs, claims targeted ads, which are “relevant” to the household, will “drastically enhance” the viewing experience. The companies are calling themselves a consortium, and they've dubbed this "Project OAR," or Open Addressable Ready. Once developed, the new, open standard will make it possible for all connected TV companies to sell targeted ads in scheduled and on-demand programs. While this will theoretically make ads more successful and therefore more valuable, it also means viewers' data will be shared with third parties. That raises the usual data privacy concerns.