Advertisers are reducing the number of ad tech partners they work with to cut costs and run their media more efficiently.

Take device manufacturer Lenovo, which, in August, selected Adform as its preferred ad server. 

Previously, the brand didn’t have its own contract with an ad server. Instead, it ran campaigns through whichever ad servers its agency partners used, said Rick Corteville, executive lead for Lenovo’s global media center of excellence.

But it became clear to Lenovo that “having all campaign information in one place is really important” for effective media management, Corteville said. Learn more via AdExchanger.