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'Project Canoe' Ready to Row Forward?

The Wall Street Journal reports that today, June 10, is the coming out day for "Project Canoe," that not-so-secretive advanced advertising venture backed (so far) by Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), Cablevision Systems Corp. (NYSE: CVC), Cox Communications Inc. , Charter Communications Inc. , and Bright House Networks . (See Who's Rowing 'Project Canoe'? )

As expected, David Verklin, former CEO of Aegis Media Americas, will take the helm of the project, which reportedly is now called Canoe Ventures. (See Verklin to Helm Cable Ad Initiative?)

If today is indeed the day for Canoe, it's not exactly a huge surprise. At the recent cable confab in New Orleans, Arthur Orduña, the SVP of policy and product for Bright House Networks and one of several cable folks who has been key to the project so far, indicated that a "spate of announcements" about the cross-MSO ad initiative, including a glimpse at business models, would come in early June. (See 'Canoe' Updates Coming .)

Canoe Ventures, in tandem with selected vendors, aims to create a uniform technical platform for interactive and targeted advertising, and prevent more ad dollars from leaking out onto the Web. (See Plugging the Ad Drain.)

So stay tuned. More details are expected soon.

— Jeff Baumgartner, Site Editor, Cable Digital News




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