Common Advanced Advertising System (2009)

By Arthur Orduña, Canoe Ventures LLC

The cable industry has a long history of working together to advance our services for the benefit of consumers and our commercial customers, including the advertising community. CableLabs, National Cable Communications (NCC) and the numerous interconnects that dot the map are examples of this cooperative spirit. It is a natural evolution that cable would work together to develop a standardized national platform for advanced digital advertising. That is the prime development task for Canoe Ventures.

At the heart of Canoe’s ecosystem will be the Common Advanced Advertising System and its over-arching business process management system. This implies a massive data record keeping system and associated business intelligence capable of aggregating, storing, mining and reporting on extremely high volumes of data. Advanced analytics and inventory management systems are also crucial to reaching the full potential for addressability and adaptive campaign management.

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