• Adweek, Tuesday, September 30, 2008 9:15 AM

David Verklin, CEO of Canoe Ventures, the cable company-owned television consortium, is preparing the way for Canoe's new ad system, due early next year.

The new product, the Creative Versioning Platform, marries cable's 1,100 geographical ad zones with demographic databases. Advertisers will be able to buy ads from national TV nets and target messages to blocks of households based on characteristics such as income. About 55 million homes will be available, Verklin says.

But the system falls short of the ultimate goal of household-specific addressability, says Jen Soch, MediaVest executive. "We're thrilled to see the MSOs working on common standards. But what we really want is to start mirroring the Web where, down to the household level, we can reach that dog owner" with an ad featuring relevant product.

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