David Clark, the GM/EVP at advertising company FreeWheel, spoke to Variety‘s Todd Spangler about the launch of Comcast Advertising’s On Addressability industry initiative, which is working to standardize targeted-advertising transactions across the board among marketers looking to find the most effective way to reach consumers.

“Marketers have been asking television broadly to bring it a better value proposition. ‘This is what we’re getting from other platforms, why can’t TV be a platform?'” Clark said during the Variety Studio at Cannes presented by Inscape & iSpot.tv. “And a foundation of that is addressable technology, just being able to serve an ad with the right person at the right time like you can on digital. The technology that makes that happen is really hard – but it’s ready.”