Canoe Seeks MRC Approval for VOD Ad Service

MSO-owned firm begins accreditation process for dynamic ad insertion

By Todd Spangler, Multichannel News -- Broadcasting & Cable, 2/4/2013 1:17:20 PM

Canoe Ventures, aiming to ramp up its national video-on-demand advertising business this year, said it is in the initial stages of securing accreditation for its VOD ad-insertion reporting service from the Media Rating Council.

Canoe, jointly owned by the six largest U.S. cable operators, in February 2012 shut down its interactive TV efforts -- laying off about 80% of the company's employees -- to focus exclusively on VOD advertising.

Since then Canoe, now based in Denver, has been quietly building out its VOD dynamic ad insertion (DAI) capabilities. It has enabled the service with a few programmers, including FearNet.

Now Canoe is looking for MRC certification of its service that provides ad impression delivery reports to national programming clients that use the Canoe VOD DAI service. The MRC sets standards for audience measurement for the media industry and administers an audit and accreditation process to verify compliance with those standards.

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