MSOs pact for targeted ad sales in “Project Canoe”

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Comcast, Time Warner Cable, Cablevision, Cox Communications, Charter Communications and Bright House Networks are making plans for a jointly owned company that would allow national advertisers to buy targeted, customized ads and interactive ads across the companies’ systems.


Quarterbacking the initiative — dubbed “Project Canoe” to emphasize the companies must work together — has been Stephen Burke, Comcast President, and Landel Hobbs, Time Warner Cable COO, according to the NY Times.

Collectively, the cable companies will initially put about 150 million behind the effort in order to build a national service that can sell targeted advertising across all six cable systems, the story said.