Dealer.com Advertising
Dealer.com Advertising: Dealer.com describes its advertising offering as the Unified Advertising Exchange, a combination of its digital advertising products into one service. MediaPost, Auto Dealer Today and a PR Newswire release reported the launch.
Dealer.com Advertising: Precision advertising
The company said it unified retargeting, paid search, display and social advertising with real-time bidding technology for cross-channel campaigns.
According to Dealer.com, the goal was to deliver cohesive campaigns across the channels most relevant to auto shoppers, instead of buying separate media from separate vendors. The company contrasted its approach with buying bulk impressions without intelligent targeting, saying the exchange interprets consumer data gathered from Dealer.com websites and data exchanges and evaluates ad inventory in real time.
A Unified Advertising Dashboard lets a dealer view and adjust the reach, impact and results of its campaigns. The company describes it as giving a broad view of competitive market data, ad reach, analytics and performance across channels.
Auto Dealer Today reported the dashboard launch.
A Dealer.com article, the six things every dealer should know about the Unified Advertising Exchange, explains the product from the company's point of view. An advertising overview document sets out the offering in a brief.
Dealertrack's dealer portal has an advertising page describing the same digital marketing offering within the Cox Automotive family.
Dealer.com also describes newer advertising options, such as programmatic and video advertising tied to its websites, in its solutions pages.
The advertising is bought together with the Dealer.com website and analytics. It draws on the shopper data the platform gathers.
A dealer principal would ask who owns the ad accounts and data, how budgets are set and reported, how a store's manufacturer co-op rules are followed, how leads are attributed and what the contract requires if the store leaves.
The category guide for dealer advertising lists a neutral checklist. The Dealer.com websites, digital retailing and managed services entries describe the other parts of the platform.
Dealer.com says its Unified Advertising Exchange links dealer advertising to the website. The company was named a General Motors digital advertising provider in 2019.
It is owned by Cox Automotive.
A dealer would ask how ad spend is reported and which vendor holds the ad accounts.
| Product or service | Function |
|---|---|
| Precision advertising | Data-driven advertising for dealerships. |
- dealer.com
- dealer.com /demo/
- dealer.com /about-us/
- dealer.com /solutions/
- prnewswire.com /news-releases/dealercom-unifies-advertising-products-and-services-to-provide-the-most-relevant-reach-and-results-in-automotive-216739591.html
- autodealertodaymagazine.com /news/dealercom-launches-advertising-dashboard
- mediapost.com /publications/article/205292/dealercom-unveils-unified-advertising-exchange.html