BURLINGTON, Vt. — Cox Automotive is integrating three of its brands — Autotrader, Kelley Blue Book and Dealer.com — to create a new audience targeting solution aimed at dealers.
The solution, Audience Targeting, will target the relevant shoppers from the pool of 38 million unique visitors that Kelley Blue Book and Autotrader see on a monthly basis and direct them back to dealerships through Dealer.com’s machine-learning and real-time bidding automation.
Data collected by Cox Automotive shows that 80% of Autotrader visitors are in the market to purchase a vehicle, and 54% of them go on to purchase a vehicle within 60 days. The data also shows that 68% of in-market Kelley Blue book visitors will purchase in the next 60 days.
“This revolution in online advertising will unlock enormous potential for our dealers and their car shoppers and help them capture existing demand in their markets,” said Wayne Pastore, senior vice president of Dealer.com. “We are uniquely able to bring together the key ingredients to deliver the industry’s most effective digital ads that make the entire online-to-in store process seamless, efficient and enjoyable.”
Dealer.com will offer demonstrations of its new solution at this month's NADA Convention & Expo in Las Vegas.