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!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here &gt; http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in