Addressable ads on television may be coming sooner rather than later. “Project OAR” (as in Open Addressable Ready) is a new consortium with the goal of putting together a technology platform and media partners capable of delivering targeted advertising in linear and on-demand on smart TVs – by 2020. Count in AMC Networks, Disney Media Networks, NBCUniversal, Discovery,CBS, AT&T, Xander, Turner and Hearst Television.

TV manufacturer Vizio’s Inscape will develop OAR’s enabling technology, but the technical standards will be open and available to others. A demo of a working product is expected this spring.

“TV programmers reach a massive and passionate audience, but have lacked the precision targeting of digital,” said Mike Dean, SVP of advanced advertising and automation at CBS. “Through OAR, CBS will combine relevance with our reach to deliver a better experience to our viewers and better ROI for our advertisers.”

Said Jesse Redniss, EVP of data strategy/product innovation for Turner and GM of the WarnerMedia Innovation Lab, “It’s important for us to come together as an industry and create connective experiences that matter to fans, and that includes how we use data to inform and broaden spaces like addressable TV.”