larry allen

The adoption of addressable advertising is accelerating, with 65% of advertisers including it in their upfront negotiations this year, according to Larry Allen, VP & GM of Addressable Enablement at Comcast Advertising. Of those who have not yet used addressable advertising, two-thirds intend to do so in next year’s upfront. Allen attributes this growth to […]

CANNES — In a world where first-party data is proving its worth and the industry is grappling with signal loss, addressable TV is emerging as a confident link to ROI and outcomes. That is the view of Larry Allen, VP & GM, Addressable Enablement at Comcast Advertising. In this video interview with Tameka Kee for […]

CANNES — Addressable TV, which supports targeted advertising replacements, is growing. Lately, it has been growing nationally and is becoming offered to ad buyers on a self-service basis. In this video interview with Beet.TV, Larry Allen, VP & GM, Addressable Enablement, Comcast Advertising, explains why his company made an announcement at the apex of those […]

SAN JUAN, Puerto Rico – National television networks are gradually expanding their support for addressable advertising, which lets marketers send different ads to different households during the same shows. The transition will open up 14 minutes an hour of linear TV ad inventory for improved household-level targeting. “With the success of the addressable campaigns that we’ve […]

In a further sign that industry companies are coming together to help all boats rise, Fox and Comcast have done a deal through which addressable, household-targeted ads can be sold in Fox-portfolio on-demand video viewed over Comcast Xfinity boxes. The deal sees FreeWheel become the technology enabler for Fox channels including its AVOD service Tubi […]

Marketers are on the verge of expanding their addressable advertising efforts nationwide as cable TV companies work together to provide greater reach. Instead of being confined to two minutes an hour in local markets, addressable advertising inventory is expanding to 14 minutes among more households served by multichannel video programming distributors (MVPDs). “The goal is […]

Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to agree on commonality in the way granular audience-describing datasets are described and made available. The idea was to smooth the path to a future in which data would play a much bigger role in how TV ads were targeted. But OpenAP […]

Native advertising, ads that are presented in the form of editorial content, will ultimately replace classical display ads in digital, says an exec from WPP’s data-driven Xaxis unit. “The new inventory source is native,” Xaxis business development SVP Larry Allen tells Beet.TV in this video interview. “We see that effectively replacing display in the coming years.” Native […]