Ad platform contender

Comcast is making significant investments in a planned interactive advertising platform, reports MediaPost.

Code-named Project Canoe, the venture organizes cross-channel advertising buys with the same ease available to users of online ad networks. Buyers have the option of adding interactive elements to their spots.

Comcast is not the only investor in Project Canoe, which has attracted other cable companies. But it is said to have set aside $50 million to $70 million to contribute to the platform's development and implementation.