Media buyers: long live advanced ads!(NEWS & ANALYSIS)(Canoe Ventures)

DESPITE CANOE VENTURES' DECISION TO leave the interactive-advertising business, advanced advertising is far from dead, media buyers said last week.

Advanced advertising has been moving forward in fits and starts and there was hope that Canoe, put together by the major cable operators, could create a national standard-bearer for interactivity, addressability and data gathering.

"The premise of Canoe was absolutely right on the premise of collaborations. So what happened was not everyone was in the boat together," Tracey Scheppach, executive vice president and innovations director at media agency VivaKi and its SMGx unit, said.

In addition to some friction …