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The Dawn of Cable TV's Addressable Advertising Nears

Canoe Trumpets Several 'Firsts' in Scheduled Launch

By Published on .

NEW YORK (AdAge.com) -- Canoe, the technology consortium backed by the country's six largest cable media companies, will launch the television industry's first national addressable advertising system next month. A long-talked about concept, national addressable advertising means a single advertiser with a single placement can simultaneously target different versions of a commercial at different demographics of cable subscribers across the entire country. The move is a major step toward a TV experience that is more internet-like.

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