Marketing News & Expert Advice
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Larry Allen is SVP, Business Development and Global Platform Sales for Real Media Group, a business unit of 24/7 Media. He has responsibility for overseeing solutions for publishers across various advertiser and publisher-facing business lines globally.
Larry has extensive experience in digital media, marketing, and business strategy unmatched by most standards. Prior to joining 24/7 Media in 2011, he held senior management positions at cutting-edge digital media companies such as AOL, Viewpoint, Unicast, Yieldex, Real Media, and TACODA.
Larry also ran his own consulting business where he advised many major media companies such as The New York Times, Meredith, 33Across, and Business Insider. He is a frequent contributor to a number of trade publications, blogs, and industry conferences.
A graduate of Clarion University of Pennsylvania, with a degree in Business Management, Larry is based in Real Media Group's headquarters in New York City.
The views expressed in Larry's columns reflect the views of the author alone, and do not necessarily reflect the views of 24/7 Media, its affiliates, subsidiaries, or its parent company, WPP.
RECENT ARTICLES BY LARRY ALLEN
How to Get the Most Out of Industry Events
Sep 27, 2013 - A lot can be accomplished in 48 hours. Here are a few tips on getting the most out of any industry event. Comments
The True Value of Media
Aug 26, 2013 - With more transparent buying at the URL level via real-time bidding, and a renewed interest in native advertising, it will be hard for publishers to... Comments
The Importance of CPM in Yield
Jul 29, 2013 - In order to get a true sense of the value created, it is critical for publishers to evaluate vendor demand value based on the impressions that are actually... Comments
Social Advertising: Worth a Thousand Words
Jul 1, 2013 - Just as digital display advertising reshaped the ad sector with its focus on targeting and data, the growth of social advertising is forcing brands... Comments
Ad-ID for a Cross-Screen World
Jun 3, 2013 - This could create a world where not only is publisher information transparent to buyers, but buyers are reliably transparent to publishers. Comments
Define Premium
May 6, 2013 - Advertising will always need a human touch. Marketing is an art and a science and technology cannot fill both of those roles. Comments
Lost in Space?
Apr 8, 2013 - Agencies are dedicating larger and larger portions of budget to what many are calling "on-demand" media, which is creating opportunities and challenges... Comments
Who Needs Big Data?
Mar 11, 2013 - Focusing on demographics, actions, and creative engagement should take some of the mystery out of big data and help you refine it to the point that... Comments
Dazed and Confused
Feb 11, 2013 - How do we as marketers, buyers, and sellers deal with the pressures of mountains of data? Comments
New Year, New Thinking
Jan 14, 2013 - Five hot topics that marketers must keep in mind as they execute throughout the year. Comments
Who Needs to See Ads Anyway?
Nov 19, 2012 - The Media Rating Council has been selected to lead an effort to shift measurement from "served" to "viewable" impressions. Comments
People Power: Automation Isn't Everything
Oct 22, 2012 - Don't lose sight of the power of the conversation. Comments
Find Your Waldo
Sep 24, 2012 - What you can do as a publisher to defend your position among the big five and hopefully drive some revenue. Comments
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