• by Wayne Friedman , September 21, 2017

Canoe, an advertising tech company, says it has now inserted 100 billion TV commercials into cable systems on video-on-demand programming since September 2012 when it began operation.

The company provides dynamic ad insertion for national TV networks across pay TV operators including Charter Communications, Comcast Corp. and Cox Communications.

Dynamic ad insertion allows advertisers to target ads that can be swapped in and out of VOD content.

Canoe's footprint covers about one third of U.S. TV homes -- 36 million cable households, representing 50 of the top 50 DMAs.

Canoe is owned by Charter, Comcast, and Cox.

Canoe says it handles thousands of advertising campaigns each quarter for over 100 national television networks, including A&E, ABC, AMC, CBS, CW, Discovery, Fox, Hallmark, Hip Hop, HGTV, Kabillion, Kid Genius, MTV, Music Choice, NBC, Starz, TNT, TV One, and Univision.

For the full year ended in 2016, Canoe said it handled 17.9 billion advertising impressions compared to 11.8 billion in 2015 and 6.3 billion in 2014. In the first quarter of this year, Canoe said ad impressions grew 21% to 5 billion.