Providers fight for playing field positioning.(ADVANCED ADVERTISING 4.O)(Arthur Orduna )

New York -- In one of Canoe Ventures' first appearances in a public forum after executive shuffling in July, newly appointed chief product officer Arthur Orduna said several new products are in the pipeline, including an electronic-fulfillment channel and a suite of interactive in-program applications.

Orduna was among the executives on the "Achieving Scale with One-to-One Marketing" model, moderated by B&C business editor Jon Lafayette.

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"The last two and a half years have been blocking and tackling and building out the platform," Orduna said, and the company is testing new products such as the ITV applications, which include …