NEWS7 March 2011

Canoe to integrate iTV data with Donovan media buying system

North America Technology

US— Canoe Ventures has agreed a deal with Donovan Data Systems to integrate response data from its interactive TV advertising platform with Donovan’s media buying software.

David Verklin, CEO of Canoe, hopes the agreement will secure a place for interactive television, specially Canoe’s request-for-information (RFI) ads, in the decision-making considerations of media buyers.

RFI ads appear as screen overlays during commercial breaks to offer viewers additional information about advertised products, free samples or coupons. Three cable networks already support the ads, with seven more slated to follow.

Verklin said: “The systems integration initiative with Donovan Data Systems is an important advance that supports the interactive TV advertising revolution.”

Canoe is funded by six major cable operators, including Charter, Comcast and Time Warner.