Automotive Fallacy
How many times does a rep from one of the major third-party car shopping sites knock on your door to report on last month’s results?
Everything looks great, they are doing a great job, and at the end of the conversation, you notice that the discussion revolves around a new premium feature that will highlight your vehicles.
Well… I have news for you! These aren’t good reps 🙁 They also sell the same spots on those third-party inventory websites into the advertising exchange, and even worse, you are probably overpaying.
Many of those spots (or inventory) are for sale to media buyers through the media exchange, and in case you didn’t know… nowadays, everything is for sale in the online world!
Buyers For Sale!
So, each time a person goes to one of those large sites and searches for a specific car (i.e., jeep Wrangler) that identity and their interest becomes available for purchase.
The Data Aggregators (DMPs – Data Management Providers) then sell this information in the exchange as an audience that “we”, media traders/buyers, can buy for a lower price than what was offered to you at your store most of time.
BTW, check the millions of identities (or “cookies”) just in the USA alone!
After we buy the audiences and match them to the campaigns, we send the bids to the exchanges. Presenting to those “Jeep Wrangler” in-market shoppers an ad that matches your live Jeep and sending them to your VDP page.
We match shopper interest with personalized, dynamic ad units (at home, on their smart TV(CTV), cell phones, tablet, or PC) in exclusive positions across the omnichannel and on premium automotive listing sites tracking the consumer’s research process.