Arthur Orduña, formerly chief product officer of cable's Canoe Ventures advanced-advertising company, has joined electronic-payments provider PayPal in a business-development role to strike deals with MSOs and other TV players.
"My job is to help PayPal develop relationships and enable and launch transactional capabilities with MSOs and other key television ecosystem partners," Orduña wrote in an email to Multichannel News.
Canoe announced in February that it had decided to shut down its interactive TV business, laying off 120 employees, including Orduña and CEO Kathy Timko. Canoe is now focused exclusively on VOD advertising. May 23 was the last day of employment for Canoe employees based in New York who were not staying with the company.
On Tuesday, TiVo and Comcast announced separately that they are working with PayPal. TiVo plans to let advertisers sell products or services from their 30-second ads, while Comcast is exploring enabling payments or donations on TVs or other devices.
At PayPal, Orduña does not have an official title yet. He joined the company last week as a full-time consultant.
Orduña joined Canoe in the fall of 2008 as chief technology officer. Previously he was senior vice president of policy and product for Advance/Newhouse Communications, which owns Bright House Networks.
PayPal was among the partners Canoe had been working with on T-commerce initiatives, along with iCueTV, FourthWall Media, Catalina Marketing and Delivery Agent.