MRC Seal for Canoe

US audience data firm Canoe has received Media Rating Council (MRC) accreditation for its dynamic ad insertion (DAI) software and service, giving official 'served impression' status to its reports.

Launched in 2008 and based in Denver, CO and New York City, Canoe is a joint venture formed by a group of US cable operators to provide software and services to national television programming networks. Advertisers and agencies use the software to place ads in national TV network programs, available on cable operators' video-on-demand (VOD) platforms.

Canoe invited the MRC to audit its VOD DAI service, which is a part of the audience impression measurement its uses to support VOD advertising buys. This service is currently enabled across multiple cable operators and covers more than 35 million cable households nationwide.

George Ivie (pictured), CEO and Executive Director of the MRC, comments: 'Canoe's 'Video On Demand Dynamic Ad Insertion' platform is the first ad-serving process to be accredited for advertising distributed through cable operator VOD services. After a comprehensive review we have concluded Canoe's methods for serving ads through set-top box devices complies with MRC's minimum standards for media rating research, as well as relevant industry ad-serving guidelines'.

Web site: www.canoeventures.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.