Lenovo brings on Integral's ad tech intelligence to improve ad viewability

PC manufacturer will now insist all global media agencies use the Integral Ad Science platform when managing digital ad campaigns for the brand

PC manufacturer, Lenovo, has inked a global partnership with Integral Ad Science to use the ad tech vendor’s machine learning platform to improve digital advertising campaign viewability.

As part of the deal, all of Lenovo’s media agencies will now be required to use Integral’s technology and data insights when managing digital ad campaigns for the PC brand.

Integral’s platform uses machine learning to inform and improve buying and selling decisions around digital advertising. The two companies claim initial testing has already shown up to a three-fold improvement in viewability of Lenovo’s ad campaigns.

Lenovo said it also improved efficiency by blocking out-of-country traffic, lifting intra campaign viewability and improving fraud detection.

The vendor’s global digital marketing director, Gary Milner, said it chose Integral Ad Science because it was an independent supplier of media intelligence capabilities with a global footprint.

“Lenovo places great importance on making efficient and wise media investments, and our decision to partner with Integral is already showing an increased return on investment,” he said. “Integral Ad Science’s focus on innovative technology that provides the best value for its customers goes hand-in-hand with Lenovo’s philosophy.”

As well as employing Integral’s valuation platform to inform media buys, Lenovo is using the platform’s Causal Impact feature to measure the success of advertising campaigns. According to Integral Ad Science, Causal Impact helps marketers to better identify what ads cause consumers to take action, and which media partners are responsible for delivering those ads.

“By partnering exclusively with Integral, Lenovo has access to a holistic view of campaign performance regionally as well as globally,” said Integral Ad Science’s head of client development, Whitney Low. “We work closely with Lenovo, providing global insights on campaign performance and status on new market activations on an ongoing basis.”

Last month, Havas Media Group announced its expanded Artemis Alliances arm was working with Integral Ad Science among other ad tech and data partners for its new Meta Quality Barometer, aimed at improving transparency around digital campaign quality.

Ad viewability has been a source of heated debate here and abroad as the industry seeks to find a way to address one of the big challenges of digital advertising measurement. According to Google’s most recent report on ad viewability, 64 per cent of ads are viewable in Australia excluding YouTube.

In the Interactive Advertising Bureau’s latest <i>Mobile Landscape Study</i>, 14 per cent of respondents also cited ad viewability remained a major issue with investment.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in