Auto Media Marketplace
Auto Media Marketplace, called AMM, describes itself as a collective of publishers that connects businesses with multiple media partners, supports ad buys and delivers data. Its site organizes the offering into marketplace partners, marketplace networks and automotive franchise partners.
Auto Media Marketplace: Marketplace partners and networks
The company says it aims to educate the industry on how media is bought and measured, including first-party audiences and attribution.
| Product or service | Function |
|---|---|
| Marketplace partners and networks | Access to a range of media publishers and networks. |
| Audience building | First-party and household-level audience targeting. |
| Automotive franchise partners | A partner group for automotive franchises. |
| Ad buys and reporting | Support for media purchases with data. |
Auto Media Marketplace: product details
Auto Media Marketplace says it exists to build a collective of quality publishers and to re-educate the automotive industry on the value, accessibility, scope, attribution and transformative power of media. Its home page lists marketplace partners, marketplace networks and automotive franchise partners and asks whether a dealer's media mix reflects where its audience spends time and whether it is frustrated by search and social limits, naming high costs, low trust, limited targeting, a non-household focus and limited attribution as the problems.
It describes three kinds of audiences: first-party audiences that are addressable at household level and built from current shoppers, look-alike audiences from a dynamic data co-op and certified partners, and third-party audiences extended with AI from classic online segments. It also mentions AI curation from more than 100 verified first-party and third-party integrations and premium content placements.
These are the company's own descriptions.
A dealer should ask what a household-level audience is made from and how consent is handled, how attribution ties media to showroom visits or sales, what the minimum spend and fees are, and which publishers are in the marketplace. It should also ask whether the marketplace reports delivery through an independent verification partner.
The page's list of problems, high costs, low trust, limited targeting, a non-household focus and limited attribution, doubles as a set of questions for the vendor. Ask how a household audience is built and refreshed, which publishers are in the marketplace, what the minimum spend is, how delivery is verified by an independent party and how a sale is tied back to an impression.
A buyer who gets plain answers to those five questions has learned more than any brochure offers. Compare two quotes.