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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here &amp; Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in