Canoe Mothballs Targeted Ad Product
Posted: June 18, 2009
By: lightreading.com
The U.S. cable industry’s big anticipated move into targeted advertising has been put on pause. An official with Canoe Ventures LLC , the cross-MSO advanced advertising consortium, confirmed a report in Multichannel News that it is delaying the launch of its first addressable advertising product, citing extensive operational limitations that prevented the first iteration of the platform to scale.
The spokesperson says the JV notified its MSO partners of the decision to delay the product just last night. Canoe is backed by Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), Cox Communications Inc. , Cablevision Systems Corp. (NYSE: CVC), and Bright House Networks . Its aim is to create a centralized, uniform platform for advanced advertising, an umbrella term that includes addressable/targeted ads as well as interactive spots. (See Canoe Ventures: What It Is, What It Ain’t .) ………[read entire story]
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