Lenovo global digital boss: too many marketers are paying to reach the wrong online audiences
The chief global digital marketer for computer brand Lenovo has warned brands need to check premium publishers are delivering on basic promises such as achieving the right geolocations for their campaigns.
Speaking at the ANA Advertising Financial Management conference in Boca Raton, Florida, Gary Milner told the forum about his frustration with some online delivery, noting how even campaigns bought from major publishers were not being delivered correctly.
“It’s not just on programmatic but also on premium inventory,” said Milner, noting that despite some programmatic exchanges having a reputation for poor delivery this error had occurred with a major US publisher.
“It was only 10% of the inventory but it was 20% of the cost that was being served to the wrong geography.”
This is a great story about taking control of programmatic, and partnering with bet f breed solution providers. It’s about saying no to arbitrage and non-transparency. It’s a focussed buy the opposite of the spray n pray prospecting that many DSPs pitch. Good job Gary and Lenovo on taking control of the reigns and delivering huge improvements through working with IAS on brand safety, geo constraints and filtering out fraudulent inventory.
Levono. Really! proof read dudes.
Where is the proof of these data points, IAS doesn’t know the diff between a bot or human…
Agree cookie methods are riddled with fraud and inaccurate delivery. Try El Toro with patent pending ip match to offline data for one to one targeting. mike@eltoro.com
As usual some dum dum named Anonymous opens its mouth without thinking. What you are the guy that knows everything yet wants to be behind the scenes? Come out and show your name to be credible otherwise shut the F up cus you know nothing since you are.. of course…anonymous