Three steps publishers can take that will simplify the process for marketers, improve performance, and drive profits.
Publishers are constantly looking for better ways to manage their supply and extract maximum dollars from their inventory. As media consumption fragments and the wave of social media continues to rise, marketers are feeling increasingly confused about how best to spend their media dollars. Simplifying digital is absolutely paramount if we want our industry to thrive.
What are three steps publishers can take that will simplify the process for marketers, improve performance, and drive profits?
The great range of media devices and opportunities now available to marketers and consumers has brought the digital industry to a critical crossroads. Publishers need to be flexible while also staying focused on delivering a superior experience to consumers. Their power lies in knowing the value of the inventory and in utilizing a platform that allows for dynamic allocation of inventory across all channels in order to maximize that value. There is still tremendous opportunity for publishers to grow their businesses. All it takes is a plan, a partner, and the guts to go for it. What do you think?
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Larry Allen is SVP, Global Platform Sales for Xaxis. He has responsibility for overseeing solutions for publishers including Xaxis for Publishers, Xaxis Exchange, and Xaxis Marketplace globally.
Larry has extensive experience in digital media, marketing, and business strategy unmatched by most standards. Prior to joining 24/7 Media (which merged with Xaxis in 2014), 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 Xaxis' headquarters in New York City.
Follow him on Twitter at @lawrenceallen2.
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