CIMM DEFINITION: Originally conceived as a system designed to provide a centralized platform for the planning, execution, billing, and measurement reporting of advanced advertising services.  A core tenant of a CAAS is to implement standard interfaces to communicate advertising campaign delivery instructions as well as common metrics gathering and reporting interfaces across different operating entities.  Canoe Ventures has implemented a CAAS, named the ‘Canoe Advanced Advertising System / Canoe Advanced Advertising Platform,’ which is a national platform stewarding advanced advertising services across MSOs. (Source: Definition currently under review by CableLabs)

2: A new advertising system utilizing the standards in SCTE-130, CableLabs’ EBIF, and Canoe’s Advanced Advertising to deliver advanced and interactive advertising products on cable operators’ linear television and On-Demand platforms. (Source: FourthWall Media)