• by Wayne Friedman , November 12, 2020

Ad-technology and supply-side platform Beachfront can now sell real-time cable-system generated video-on-demand inventory from Canoe Ventures, which is owned by Comcast Corp., Charter Communications, and Cox Communications.

Advertisers and demand-side platforms can now access video-on-demand (VOD) ad inventory from TV networks in Canoe’s 38 million set-top-box cable TV households.

Though video on demand is climbing among streaming platforms, MadHive CEO Adam Helfgott says, in a statement that “traditional TV inventory is still a big piece of the pie that many modern digital-oriented ad buyers don’t have access to,”.

Beachfront CEO Chris Maccaro says this “lays the groundwork for future addressable-enabled solutions.”

In April 2019, Beachfront announced the development of a new system that enables programmatic advertising sales for multichannel video programming distributors' set-top-box video-on-demand inventory.

Yesterday, Canoe Ventures announced its linear addressable TV campaign across multiple distributors with AMC Network inventory. The four-week campaign is with a telecommunications marketer, according to an AMC spokesperson.