Canoe Ventures, the interactive advertising venture established by US cable MSOs, is to end its national sales activities.
Around 120 staff will lose their jobs with CTO Joel Hassell taking over from Kathy Timko as CEO. The interactive sales effort will continue through the individual MSOs.
“Our new focus will be on giving programmers the ability to dynamically insert advertising into on-demand TV in a common way nationwide, by expanding our current technical platform and operations to facilitate advertising between many programmers and distributors,” said Hassell.
Outlining plans that will enable dynamic ad insertion within cable’s VOD platform, Hassell said more robust reporting and data would be made available alongside support for dynamic ad insertion across a wide array of devices both inside and outside the home.
