We wrote about Project Canoe in the report for Myers Publishing on the flux in the media measurement business. Cable TV operators are joining in the project to, as The Wall Street Journal reports today, not only give advertisers a way to buy ads across cable networks, but also provide data on customer usage of programs.

While networks like Scripps’ lifestyle channels, with food and home and gardening programming, make a good case for contextual fits with ads for products to reach those hyper-interested audiences, advertisers in the digital age are also looking for more explicit info on just what audiences are watching, when, where and how. It remains to be seen, of course, how much of that data in how granular detail — minute-by-minute? second-by-second viewing? — the operators will provide.

The report is available for free on the Myers site.