Why Lenovo changed its mind on bringing programmatic in-house

Brooke Hemphill

Lenovo, the electronics giant, brought its programmatic operation in-house to exert more control over its media, but then reverted back to a “hybrid”-managed model to focus more on its core function – selling PCs.

Four years ago, electronics brand Lenovo made the decision to enter into the consumer market. Previously the business had been primarily business-to-business focused.

Danielle Uskovic, who was Head of Digital APAC for Lenovo at the time of presenting but was announced to have left the company prior to the publishing of this story, made the call to utilise programmatic for the push into this new territory.

Uskovic was no stranger to programmatic: “Back in 2012, I fell in love with programmatic and started working with Tubemogul. We started using video en-masse for branding and we got some really good results...

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