Canoe said its dynamic ad insertion service into video-on-demand programming has been accredited by the Media Rating Council.
“We are proud of the high bar Canoe sets for itself with regard to the integrity and trustworthiness of our platform,” said Joel Hassell, CEO, Canoe, in a statement. “To be accredited by the MRC is quite an honor.”
The MRC audited Canoe and found that its measurement of ad impressions conforms with MRC standards.
“We congratulate Canoe on this noteworthy achievement,” said George W. Ivie, CEO and Executive Director of the MRC. “Canoe’s Video On Demand Dynamic Ad Insertion platform is the first ad-serving process to be accredited for advertising distributed through cable operator VOD services. After a comprehensive review we have concluded Canoe’s methods for serving ads through set-top box devices complies with MRC’s Minimum Standards for Media Rating Research, as well as relevant industry ad-serving guidelines.”