CANNES — Addressable TV and the notion of targeting TV ads individually has been a hot topic in the ad industry for years, and it may very soon be scaleable.

“We’ll be able to make it so that it feels like it was just made for you,” says Jeff Goodby, co-chairman at Goodby, Silverstein & Partners, in an interview with Beet.TV last week at Cannes.

While clearly it’s been possible for some time to target digital ads individually, Goodby observes that the nature of television as a medium will make the experience of seeing spots targeted on the basis of your interests and demographic profile more striking.

“It’s going to have this intimacy that will be crazy,” he says.

Goodby also observes that Cannes has evolved substantially from when he first attended in 1994, when much of the work was “standard commercial stuff” featuring excellent cinematography.

Twelve years later, “the idea of a film was really getting pushed into being something quite different than a commercial,” he says. “It was something that could be played anywhere — online, in a cinema, on a mobile device.”

“And of course now, that’s just exploded, and things can be any length, and they can be anywhere,” he says.

This video is part of a series from Cannes about the future of video advertising, presented by Teads. For more videos from the series, please visit this page