Canoe to integrate iTV data with Donovan media buying system

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.