Orduna: Canoe to help capture 'unmonetized' on-demand views.(NEWS & ANALYSIS)(Arthur Orduna)(Canoe Ventures)

NEW YORK -- Canoe Ventures is gearing up to launch a national advertising platform for video-on-demand later this year that will represent a "pragmatic" approach to monetizing billions of free VOD views, said Arthur Orduna, Canoe Ventures chief technology officer.

"It is clear that VOD is a huge, yet unrealized, opportunity for all of us in this room," he said.

Orduna added: "We must figure this out or the train will leave the station without us.... Our Darwinian driver is not just survival of the fittest. It's the appeal of lovely, filthy lucre."

Orduna delivered the afternoon keynote, "Making Real Money With VOD: Increasing VOD Monetization Via a Standard …