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On this episode of The Community Exchange Podcast, we welcome Larry Allen, VP & GM of Data and Addressable Enablement at Comcast.
In our discussion, MSG and Larry cover a ton, including:
— Improvement and advancements in measurement and attribution,
— The changes coming to CTV in the next 5 years,
— How to use AI to optimize ad placement,
— Comcast’s role in delivering great viewing experiences for users during major events like the 2024 Olympics,
— The strategies behind Amazon and Hulu’s successful advertising activities,
— The importance of data and signals in improving CTV experiences,
— Stories from their time together at Tacoda,
And more.
In our discussion, MSG and Larry cover a ton, including:
— Improvement and advancements in measurement and attribution,
— The changes coming to CTV in the next 5 years,
— How to use AI to optimize ad placement,
— Comcast’s role in delivering great viewing experiences for users during major events like the 2024 Olympics,
— The strategies behind Amazon and Hulu’s successful advertising activities,
— The importance of data and signals in improving CTV experiences,
— Stories from their time together at Tacoda,
And more.
Guest
Larry AllenVP & GM of Addressable Enablement, Comcast
Larry Allen is the VP & GM of Data and Addressable Enablement for Comcast Advertising. In this role, he is responsible for leading the overarching addressable TV solutions and product roadmap across Comcast, serving both internal and external clients. Larry leverages and licenses data and technology to enhance the consumer experience while delivering optimal results for clients across all screens. With more than 20 years of extensive experience in media, marketing, and ad technology, Larry previously served as VP of Ad Strategy at WarnerMedia, where he developed innovative advanced TV solutions and drove product vision. In addition, Larry held senior positions at Xaxis, AOL, Yieldex, Viewpoint Corporation (Unicast) and 24/7 Real Media.
Host
Matthew Scott Goldstein (MSG)Independent Analyst / Advisor / Consultant
