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Canoe's targeted ads set sail for households with income to spend

Steven Kim

The six cable companies involved with Canoe Ventures -- Comcast, Time Warner, Cox, Charter, Cablevision and Bright House -- will be turning loose the targeted ad technology that has been in the works for a while now. Especially in the midst of the economic crunch, you just know that tax brackets are going to drive the tailoring of the bespoke ads, which go by the friendly name of CAM (community addressable messaging). Fully interactive ads will have to wait for tru2way, so for now CAM 1.0 will swap in one of two versions of a spot, depending on whether the destination is in a zone designated as "over $100,000." We foresee some interesting water cooler discussions ahead as coworkers report seeing different ads at halftime and thus give away some personal info.

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