Advertisers are decreasing the variety of advert tech companions they work with to chop prices and run their media extra effectively.
Take system producer Lenovo, which, in August, chosen Adform as its most popular advert server.
Beforehand, the model didn’t have its personal contract with an advert server. As an alternative, it ran campaigns by way of whichever advert servers its company companions used, stated Rick Corteville, government lead for Lenovo’s international media middle of excellence.
Nevertheless it grew to become clear to Lenovo that “having all marketing campaign data in a single place is absolutely vital” for efficient media administration, Corteville stated.
Lenovo isn’t alone in its want for higher information centralization.
Advertisers are more and more in search of extra management over their very own information as a result of it’s “important” for efficient advertising, stated John Piccone, president of Adform’s enterprise within the Americas.
Kind up
Along with its advert server, Adform has an information administration platform (DMP) and a demand-side platform. (It additionally has a supply-side platform in European markets, however doesn’t at the moment have a sell-side enterprise within the US.)
Lenovo’s partnership with Adform is proscribed to the latter’s buy-side advert server that responds to bid requests and manages marketing campaign information on behalf of manufacturers. Lenovo is already utilizing Adobe’s DMP and isn’t at the moment in search of a brand new one, Corteville stated.
What the model wanted was its personal direct advert server relationship.
Operating the identical campaigns by way of a number of advert servers led to incomplete reporting. Completely different advert servers monitor several types of information in several areas at various speeds, so by the point Lenovo had downloaded the info for evaluation, “there [sometimes] had been entire campaigns that weren’t being correctly tracked,” Corteville stated.
With no full “learn” on information whereas campaigns are operating, he stated, “it’s actually onerous for us to make finances allocations and optimizations [with] confidence.”
However that uncertainty ought to change now that Lenovo shall be protecting its marketing campaign information in a single spot, Corteville stated.
Getting it collectively
In accordance with Corteville, Adform’s buyer help crew has been educating the model’s company companions on how you can use its tech all through the migration, which Lenovo expects to complete by spring 2024.
From that time on, Lenovo’s media companies, Dentsu and Meeting, must run its campaigns utilizing Adform.
Lenovo considers its partnership with Adform to be a stable step towards its aim of in-housing and finally constructing extra of its advert tech stack.
However that’s to not say the model plans to completely take over its personal media shopping for anytime quickly.
“We’re nonetheless going to be counting on companies for the foreseeable future,” Corteville stated.
