• by Joe Mandese  @mp_joemandese, June 12, 2014

Canoe Ventures, the ad technology company backed by big cable TV operators Bright House, Comcast, Cox, and Time Warner Cable, this morning announced it is expanding its dynamic TV ad insertion beyond the TV set-top box to various other consumer devices in their homes.

"Due to changing consumer behavior, there is a growing need for technology to adapt," the company said, explaining the move. To date, Canoe has enabled TV programming networks to sell ads that can be dynamically served into their video-on-demand (VOD) programming to TV sets connected to cable set-top boxes.

The move is consistent with the cable industry's push to give consumers greater "over-the-top" access to their TV subscription services beyond their TV sets, including mobile phones, tablets and personal computers.