The Associated Press reports that Canoe Ventures, “a joint venture formed by the nation’s six largest cable operators is suspending trials of its first advertising product before it even gets off the ground.”
Canoe Ventures, which includes Cablevision of Bethpage, said Friday that it will discontinue plans for now to launch “community addressable messaging,” which sends ads that vary by household depending on factors such as income and age. Cablevision is parent company of Newsday.
The product has sparked privacy concerns. Privacy groups fear that these ads could lead to unwanted tracking of viewing habits and discrimination against poorer households.
Canoe cited limitations of older cable systems, and one problem was that ads had to be scheduled more than a week in advance of air date. Programmers usually set ad schedules a day in advance of broadcast. […]
It still plans to introduce interactive ads in the fourth quarter, in which consumers who press a “request for information” button will receive coupons and promotional material for the product or service they’re viewing.