Canoe Shelves Targeted Ad Product

Written by Jeff Baumgartner

Thursday, June 18. 2009 at 04:10 PM EDT Post a comment

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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 .)

To continue reading, see the full story at Cable Digital News.