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As expected, David Verklin has turned out as the head of the cable industry’s effort to sell targeted ads across six cable systems.
The consortium of cable operators to be led by Verklin is called Canoe Ventures, and it will have a $150 million startup budget, the Wall Street Journal reported (via Broadcasting & Cable).
Project Canoe is expected to establish a platform for the automated insertion of ads into local availabilities in national cable networks.
Comcast, Time Warner Cable, Cox Communications, Cablevison Systems, Charter Communications and Bright House Networks are the participating companies on Project Canoe. Each will appoint one member of Canoe’s board.
Having a single ad platform means the companies won’t have to build up their sales forces, writes paidcontent.
Verklin recently left Aegis Group, where he was CEO.
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