OEM Solutions

Audience Extension

How It Works

We can only speak to customers while they’re on our site shopping, but it just takes one strong interaction to change their mind. Reaffirm their decision by targeting your models offsite to the same users you spoke to utilizing retention, or help lead them to the right decision by targeting shoppers who viewed your competitive model set.

Ad Size

300×250, 160x600, 300x250, 300x50, 300x600, 320x50, 728x90, 320x480, 480x320, 320x420, pre-roll video

Audience Extension Details

Audience Extension creates the opportunity to reach auto shoppers throughout their digital journey to keep your brand and models top of mind.

Use Audience Extensions on the YouTube and the Facebook platform, including Instagram

Cox Auto audience targets include:

  • Intenders –Make & Model –Trade-In
    • Competitors: filter by new, used, and certified (CPO) shoppers

Audience Premium Details

Users visit Autotrader.com and are categorized into audience segments based on their interests, which are determined by their previous Autotrader.com content consumption/interactions.

These users are recognized by anonymous cookies and targeted with relevant ads to their interests when we find them on Autotrader.com pages or sites with available ad impressions.

Advertisers purchase the ad impressions segmented by behavior (not the data).

Impressions are non-guaranteed, subject to price competition



Tier 1/National, Tier 2/Regional, Local Reseller/Tier 3, Certified


Offsite Desktop, Tablet, Mobile

Ad Type

Standard, non-exclusive: less than 100% of available impressions




National or Regional

Lead Time

10 business days




Data segments to audience intenders, offsite (multiple options)

Ad Serving

Third Party or Site-served, agency tracking tags optional

Ad Specs

All campaigns require fully secure assets. This includes all creative tags (VAST, VPAID, MRAID), all assets within the creative, tracking pixels, and impressions pixels. This includes all URLs in the creative, any underlying Javascript, and all URLs that are redirected from third party tags.

Standard Banner Creative:

  • Desktop/Tablet Creative Dimensions: 300×250, 160×600, 728×90, 300×600
  • Mobile Creative Dimensions: 300×250, 300×50, 320×50, 320×480 static interstitial, 480×320 static interstitial, 320×420 static interstitial
  • Specs for all Standard Banner Executions
    • File Types accepted: Third Party Served HTML5 tags accepted. For Site Served creatives, we require JPG, GIF, or PNG files
    • Default Image Type and Size: JPG, GIF, PNG (40kb max)
    • Max Initial File Load Size: 150KB HTML5
    • Maximum Animation Length: 15 seconds (3 loops/15 second max for GIFs)
    • Maximum Animation Frame Rate: 24 fps
    • Audio Initiation: Must be user-initiated (on click: mute/ un-mute); default state is muted
    • Hot Spot: Not exceed 1/4 size of ad. Only initiated when cursor  on hotspot for 1 sec. Must NOT initiate audio.
    • Requirements: Ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders and not be confused with normal page content)
    • Lead Time: Minimum 3 business days before campaign start

All Ads should adhere to LEAN Ad Standards as defined by IAB New Ad Portfolio.

Product approval required for all custom ads not built by Autotrader.


Ad Specs

Last updated: December 28, 2022

Asset Inclusions

Last updated: December 28, 2022

Business Rules

Last updated: December 28, 2022
  Audience Extension
Funnel Offsite
Supersection Offsite
Platform Desktop
Advertiser(s) National/Tier 1
Regional/Tier 2
Major Accounts
Local Reseller/Tier 3
Segments None
Duration Any
Ad Type IAB (300x250, 728x90)
Geography National
Ad Serving Third Party
Ad Size

The following sizes apply:

  • 160x600
  • 300x250
  • 300x50
  • 300x600
  • 320x50
  • 728x90
  • 320x480
  • 480x320
  • 320x420
  • Pre-roll video
Option to Serve 3rd Party


Lead Time 10 business days