Monday, March 10, 2008

Project Canoe....A Google Ad Buster?

Project Canoe an effort by all six major cable companies in the U.S. to deliver targeted TV ads to viewers through their set-top boxes.

Collectively, the cable companies will initially put about $150 million behind the effort in order to build a national service that can sell targeted advertising across all six cable systems (NYTimes)

The cable companies may control the set-top boxes, but they only collectively control about $5 billion of the $70 billion spent each year on TV ads. Most of those are local spots. With better ad targeting through Project Canoe the cable companies hope to triple their take to $15 billion. But that may be wishful thinking.

The Pondering Primate thinks The Next Google is able to collect data, second-by-second, from all services/devices connected to the broadband pipe and deliver relevant advertising to ANY display.

Do you know who does that now?

A hint (3/11/2008)

we provide customizable data and analytic tools to cable operators and programming networks, now manages more than 36 billion transactions from more than 45 million set-top boxes, 35,000 movie screens and 10,000 home-video locations across North America and other countries around the world. It said it now processes more transactions annually than credit-card giant American Express".

To be able to deliver a targeted ad on ANY Internet enabled device...that's The Next Google


Anonymous said...

I don't know who does that now - ?

Scott P. Shaffer said...

I am sure if you click on the links in the story you can figure it out.