Canoe, CableLabs Draft Ad Spec

Issue new draft reference architecture specification called Advanced Advertising 1.0

March 30, 2009

2 Min Read

LOUISVILLE, Colo., and NEW YORK -- Canoe Ventures LLC and CableLabs® today announced the issuance of a new draft reference architecture specification called Advanced Advertising 1.0, created to further the development of cable advertising products. Advanced Advertising 1.0 comprises a set of component specification and standards that, individually, allow cable companies to provide more innovative types of advanced ads, such as interactive advertising, Video on Demand advertising within existing VOD platforms, and advanced forms of addressable advertising. Taken together, the Advanced Advertising specification allows multi-system operators (MSOs) to offer such products with consistent technologies, metrics and interfaces across a national footprint. The Advanced Advertising 1.0 spec was developed and will be maintained by a CableLabs Working Group composed of MSO, Canoe and CableLabs technical leads, with selective input from the vendor community.

“We are pleased to see this specification released,” said Arthur Orduña, Chief Technology Officer of Canoe Ventures, LLC. “In supporting the specifications, MSOs can present a unified package of capabilities, built upon their two-way infrastructure, which advertisers can more easily buy, use and measure. With this development, we’re closer to achieving Canoe’s goal of improved accountability and measurability that marketers expect from digital media.”

Don Dulchinos, Senior Vice President of Advanced Platforms at CableLabs observed, “Advanced Advertising 1.0 is the logical culmination of the work of MSO and vendor specialists who have been developing numerous enabling technologies for advanced advertising over the past several years. And some of this technology also can support individual MSO product offerings in the advertising space.” Canoe Ventures and CableLabs have been working with MSOs to develop Advanced Advertising 1.0 and will work with the vendor community to deploy these specifications so they can enable networks, and ultimately their advertising clients, to utilize interactive and addressable advertising technologies.

“This specification is critical to ensuring a standard and efficient approach to building out advanced advertising capabilities for Comcast’s systems,” said Tony Werner, CTO of Comcast Cable. “We will look for compliance with Advanced Advertising 1.0 as a key requirement for our advanced advertising vendors.”

Canoe Ventures LLC


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