• by David Goetzl  @dgoetzl, November 18, 2010

PayPal and FourthWall Media have partnered with Canoe Ventures on developing new advanced advertising technologies. The pair, along with Catalina Marketing, Delivery Agent and icueTV, is part of Canoe's fledgling Collaborative Innovation Program.

The CIP will oversee Canoe's Innovation Lab and explore potential opportunities in interactive television, video on demand and addressable advertising. PayPal benefits from T-commerce applications that allow shopping by remote control.

Canoe said it is seeking participation from other companies in CIP initiatives. "This is a call to action for the entire marketplace: We are open and committed to working with others who can help bring the promise of advanced television to life for networks, marketers, agencies and consumers alike," stated Canoe COO Kathy Timko.

Cable networks are selling advertisers the chance to run request-for-information iTV ads using Canoe technology, which allows viewers to seek more information about a product (coupon or sample) with their remote controls and have it mailed to them.

Canoe is owned by the six largest cable operators: Bright House Networks, Cablevision Systems Corporation, Charter Communications, Inc., Comcast Corporation, Cox Communications Inc., and Time Warner Cable.

FourthWall's TV Buy Button service will provide developers access to the PayPal Internet payments service. Users can log into their digital wallets from the TV.

In September, interactive TV developer FourthWall Media struck a deal with PayPal to let cable operators add the electronic payment service to their EBIF applications to sell products or services. That same month, HSN launched its "Shop by Remote" to more than 30 million households. QVC also has a project underway to let viewers make purchases on their TVs.