Larry Allen is vice president and general manager of data and addressable enablement for Comcast Advertising, the advertising unit of Comcast Cable, which includes FreeWheel, A Comcast Company and global technology platform that is powering the future of the television marketplace, and Effectv, the advertising sales division of Comcast Cable. 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.
In addition, Larry leads the addressable enablement business and cross-industry collaboration efforts, including Go Addressable, a major industry initiative designed to accelerate efforts to deliver scaled, addressable TV capabilities that make it easier for advertisers to incorporate addressable TV into their advertising campaigns. Go Addressable was founded in 2021 by Altice USA, Charter Communications, Comcast, Cox Media, DIRECTV, DISH Media, Frontier Communications and VIZIO.
With more than 20 years of extensive experience in media, marketing, and ad technology, Larry previously served as vice president of ad strategy at WarnerMedia, where he developed innovative advanced TV solutions and drove product vision. Larry also was senior vice president of business development for Xaxis. In this position, he led publisher development, trading and investment for Xaxis Americas. In addition, Larry held senior positions at AOL, Yieldex, Viewpoint Corporation (Unicast) and 24/7 Real Media.
An expert in addressability and other advanced TV solutions, Larry is a frequent speaker at industry conferences, including the ARF AudiencexScience Summit, TV Data Summit, Streaming Media West and MediaVillage’s On Addressability Webinar. He also is quoted often in the press in publications such as The Wall Street Journal, AdAge, AdExchanger, MarTech and Beet.TV.
Larry graduated from Clarion University of Pennsylvania with a Bachelor of Science in business management. He is based in New York City with his family.
