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Addressable ads are here; Who's Ready? Canoe Ventures rolls out national, scalable, interactive TV spots.

Publication: Advertising Age
Publication Date: 13-APR-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: Addressable ads are here; Who's Ready? Canoe Ventures rolls out national, scalable, interactive TV spots.(Time Warner Cable Inc.)(American International Group Inc.)

Article Excerpt
Byline: ANDREW HAMPP

Advertisers and agencies have asked for more-relevant TV advertising platforms for years, whether it's addressing two different versions of the same ad to different household-income levels or adding interactive capabilities. Now that such technologies are finally available on a national basis, this could be the first upfront where buyers and networks negotiate a different kind of TV ad model.

Canoe Ventures, a joint effort across the country's six largest cable operators helmed by former Aegis Media CEO David Verklin, seeks to change the way cable networks sell ads by making national spots locally targetable through addressability and interactivity. In February, Cablevision became...

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