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Canoe's Big Debut

3:25 PM -- Next week's CTAM Summit in Boston is shaping up to be somewhat of a coming-out party for Canoe Ventures LLC, the still-sorta-secretive advanced advertising initiative backed by Comcast Corp. (Nasdaq: CMCSA, CMCSK), Bright House Networks , Cox Communications Inc. , Charter Communications Inc. , Cablevision Systems Corp. (NYSE: CVC), and Time Warner Cable Inc. (NYSE: TWC).

You know, just some insignificant operators that tend to steer the direction of the U.S. cable industry.

Certainly, plenty of stuff has leaked out of Canoe's hull already. Word of the original RFI started getting around last fall. So has the eventual hiring of its lead oar, David Verklin, as well as its new full-time chief technology officer and marketing/communications chief. It's also gotten out that "Creative Versioning" is the name of its first addressable advertising "product." (See Cable's 'Canoe' RFI Paddles Toward Deadline, Verklin Picked as Cable's Canoe Captain, Cable's 'Canoe' Puts Lead Oar in the Water, and Canoe Ventures Paddles Ahead.)

Today it confirmed Arthur Orduña (late of Bright House) as CTO and Vicki Lins (most recently with Comcast Spotlight, though she's been an ad hoc media contact for Canoe for several months) as the venture's chief marketing officer. Michael David, formerly in-house counsel for CableLabs , is now taking a seat on Canoe as general counsel. (See Canoe Ventures Adds Exec Oars.)

Now that some of these key oars are in place, we should get a better sense next week about how this boat's going to paddle its way down cable's advanced advertising river. In fact, at least two sessions are dedicated to Canoe or have one of the venture's big execs on the panel.

On Monday (Nov. 10), Lins will be the centerpiece of an "insider briefing" about the venture. The following afternoon, Verklin will join a power-packed CEO panel that wraps up the Summit.

— Jeff Baumgartner, Site Editor, Cable Digital News

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