Adform, a global programmatic platform, has announced that it will collaborate with Lenovo to empower the global technology company with greater control over its data. This will result in the enhancement of marketing campaign decision-making and, ultimately, better results for the business while focusing on data security and privacy.
The collaboration will see Adform's Ad Server become Lenovo's technology platform for global digital advertising campaigns.
"As global data privacy requirements become more complex, our objective at Lenovo is to build best-in-class digital practices and governance that will bring us closer to our target audiences, increase transparency over our data and better mobilise it to enhance the customer decision journey," says Emily Ketchen, Lenovo's global VP and CMO of intelligent devices group and international markets.
"In collaboration with Adform, Lenovo's Media Center of Excellence is enabling us to better manage and control our own marketing campaign data pipes to harness its full potential for better targeting, personalisation and measurement," adds Ketchen.
Lenovo says that by harnessing the Adform Ad Server platform, backed by Adform FLOW, it will have access to new tools to uncover:
- better data insights
- improved management
- data centralisation of its marketing activities, and
- future-proofing its business.
"We're thrilled to partner with Lenovo and support them in gaining greater control across their full campaign lifecycle," concludes Oliver Whitten, COO at Adform. "Configurability, transparency and compliance are key to ensuring campaign performance for brands, and an open approach to data is fundamental in enabling this."
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