Canoe Ventures Part Of House Hearing On Online Privacy, Targeted Marketing [Multichannel News]
The U.S. House Communications, Technology & Internet Subcommittee is holding hearings today focused on Internet and television viewers' privacy rights, specifically privacy when it comes to addressable advertising. With the advent of products like Google's behavioral-based AdWords web ads and the cable industry's Canoe venture, which aims to provide relevant, addressable advertising to cable television viewers. Testifying at today's hearing on behalf of the cable industry is NCTA President and CEO Kyle McSlarrow.
Its important to note that Canoe doesn't track usage habits to determine which ads are most relevant to display (like Google's AdWords). Canoe's addressable advertising technology delivers ads to groups of households based on third-party market research data. Here's Canoe's response to the congressional inquiry about user privacy.
It's important that in creating and implementing new technologies to deliver more relevant ads for users, that those users' privacy of personal information is respected. Canoe's ad-serving technology plans involve a process that is transparent to users and protects their private data.