Canoe, the cable TV industry’s ad tech developer, has gotten an important stamp of approval from the ad industry’s media ratings service. The Media Rating Council has accredited Canoe’s dynamic ad insertion software and service, which enables advertisers and agencies to place their ads in national TV programming served via video-on-demand (VOD) systems.
While the MRC historically audited and accredited media audience ratings services, in recent years the MRC has extended its purview to do the same for technology suppliers that play a role in influencing other parts of the advertising ecosystem.
In this case, Canoe asked the MRC to audit its dynamic ad insertion technology because it is integral to the audience impression measurement that is the basis for the VOD advertising buys it enables.
Canoe’s digital ad insertion technology is currently enabled on VOD programming across cable operators including Bright House, Comcast, Cox and Time Warner totaling 35 million households. Ads are dynamically insertable on the VOD programming of more than 80 national TV networks including broadcasters such as ABC, CBS, Fox and NBC, as well as most major cable networks.Canoe said its reported impressions qualify as “served impression” counts as defined by the MRC and totaled more than 11 billion in 2015.
I can distinctly remember sitting in a conference room in the early 70's with many McCann folks including Van Bortel (market research director) and Bill Backer - discussing L'Oreal hair color. Nobody could identify anything that set this product apart from others in the category. One young AE who reported on shelf checks reported that L'Oreal cost more than other products. Everyone groaned - except Bill Backer. It turned out the price difference was about 10 cents on average. In a matter of minutes we heard: "It costs more, but I'm worth it". And so one of the great slogans was born!! The world has lost the greatest creative genius of all time - RIP Bill Backer. RIP