Why Lenovo changed its mind on bringing programmatic in-house

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...

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