• by Gavin O'Malley , Staff Writer @mp_gavin, July 25, 2013

If they’re sacrificing scale and paying premium fees, how do brands like Lenovo make premium ad buys worth their while? In large part, it’s about getting all the extra content you can out partnerships with publishers, according to Gary Milner, Director and Global Digital Marketing Manager at Lenovo. “How do we get extra content… and deliver more than just the impression,” is the question, Milner told attendees of the OMMA RTB conference on Thursday. Moreover, it’s about figuring out how to get premium content from premium content providers, so it can be advantageously pushed out into the marketplace. On a less optimistic note, Milner told the marketers in attendance that they're really in the business of "waste management." That's because, in his opinion, "most media is waste."