Comcast writes: The country's leading multi-system cable operators (MSOs) announced [in June] the launch of a joint venture, Canoe Ventures, created to make their growing suite of advanced advertising solutions easier to buy, use and measure. Canoe Ventures will be led by advertising industry veteran David Verklin, who is known for being at the forefront of revolutionary change. He...will drive the creation of shared processes and standards for more robust audience targeting, interactivity and measurement in multi-platform advertising across cable operators' systems throughout the country.
Based in New York City, Canoe Ventures is owned by the country's largest MSOs and will combine the operators' research, knowledge and resources to deliver more value to advertisers, including a focus on addressability, interactivity, and data. The cable coalition already has been working to leverage the industry's unique position to enhance the way advertisers, programmers, and ultimately, viewers, utilize new cable technologies.
Jack Myers writes in a recent interview with Verklin: "These are rudimentary offerings," Verklin acknowledges. "They represent the first steps. The ultimate promise is addressability -- to put dog food commercials only into homes with dogs." But the reality of addressability is complex and while there are companies currently developing systems to manage cable set-top data and create actionable business models, Verklin perceives Canoe as an "enabler" that will work with media buyers and sellers. "You need the computer to manage all the pieces," he points out, and "you can't have addressability without a [buying/selling] exchange. An exchange and ad serving model for television is a natural outgrowth of addressability. An auction model finds the right pricing level for the multiple media segments that will become available." More...
About Canoe Ventures, LLC
Canoe Ventures, LLC, is a company founded by the nation's leading cable operators including Bright House Networks, Cablevision Systems Corporation, Charter Communications, Inc., Comcast Corporation, Cox Communications Inc., and Time Warner Cable. Based in New York City, the company is focused on making cable's advanced advertising solutions easier to buy, use and measure.
