Larry  Allen

Larry Allen

SVP, Business Development & Global Platform Sales

Real Media Group

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.

Profile

RECENT ARTICLES BY LARRY ALLEN

dmexco

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

paid-shared-earned-owned-media

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

cpm

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

overly-connected

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

manyscreens

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

quality-assurance

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

lostspace

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

big-data

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

bad-email

Dazed and Confused

Feb 11, 2013 - How do we as marketers, buyers, and sellers deal with the pressures of mountains of data? Comments

human-brain

New Year, New Thinking

Jan 14, 2013 - Five hot topics that marketers must keep in mind as they execute throughout the year. Comments

clicks

Moving Away From Clicks

Dec 17, 2012 - It's time to focus on metrics that matter. Comments

sales-gimmick

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

team

People Power: Automation Isn't Everything

Oct 22, 2012 - Don't lose sight of the power of the conversation. Comments

waldo

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

Simplify and Win!

Aug 27, 2012 - Three steps publishers can take that will simplify the process for marketers, improve performance, and drive profits. Comments

Audience Verification - Another Awful Idea?

Jul 17, 2012 - By validating audiences at the campaign level, there is the potential for massive discrepancies and friction in the buying process. Comments

Facebook RTB: A Win or a Miss?

Jun 19, 2012 - How will brands leverage the opportunity to take their Facebook learnings and apply them across higher impact advertising formats? Comments

Eliminate Media Fragmentation and Make Clients Happy

Apr 24, 2012 - Can consolidated management of your digital programs drive efficiency, renewals, and happier clients? Comments

Does the 80/20 Rule Still Apply to Web Advertising?

Mar 27, 2012 - Why taking a holistic approach to inventory optimization will pay back big dividends. Comments

Maximizing the Value of Your Audience

Feb 22, 2012 - Publishers need to find new, innovative ways to monetize their audiences and maximize yield. Comments

Today's Mad Men Take Over an Evolving CES

Jan 25, 2012 - What does the dramatic change in media consumption habits mean for media planning and buying? Here are three implications. Comments

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