CTAM 2008: Canoe looks to overturn the way TV advertising is done

BOSTON – If the six biggest American cable companies have their way, Canoe Ventures, a joint partnership between Comcast, Time Warner Cable, Cablevision, Charter, Cox and Brighthouse, will forever change the way television advertising is sold, seen and experienced. In a nutshell, the new joint venture is moving towards making ads which air on its cable systems completely addressable and interactive, while feeding almost real-time viewership data to media buyers, said Canoe CEO David Verkin during the closing session at the 2008 CTAM Summit here in Boston on Tuesday. Using Discovery program Mythbusters as an metaphor (Discovery CEO David Zaslav...