OEM Solutions

Certified Partnership – 2019

Increase your certified inventory exposure and increase certified program awareness.

Combination of high-impact presence on real inventory listings. Surface real certified inventory to influence consideration as shoppers navigate their car buying journey.

Opportunity Highlights:

  • Certified Pre-Owned (CPO) Listings
  • “Learn About” link on Search Form
  • Search Results Page (SRP) and Vehicle Details Page (VDP) tile integration
  • Research and Compare
  • Certified Pre-Owned (CPO) Messaging on Core Site and Mobile Retention Pages

Enhancement options to the Certified Partnership include the:

Ad Size

Multiple Ad Sizes: Certified Tile: 110×30 (Pages: Search Results & Vehicle Details Pages), Text link on Warranty Details page Tile is 110x30 or 440x120

Business Rules

Adhere to LEAN Ad Standards, as defined by IAB 2017 New Standard Ad Unit Portfolio

Download Ad Specs:
Certified Partnership
Ad Specs:

Certified Tile: 110×30 (JPG, GIF, PNG)

Certified Warranty Details: Character counts

  • Warranty terms info: 1,024
  • Warranty details info: 512
  • Why Choose Us?: 4,000
  • Transferable Warranty: 255
  • Lease Terms: 255
  • Age in years/Mileage limit: 50
  • Point Inspection: 1,024
  • Roadside: 255
  • Return/Exchange: 255
  • Special financing: 255
  • Current promotions: 4,000
Assets Required:
  • Certified Tile image 110×30
  • Copy for Warranty tab
  • Certified Warranty Details
  • Destination URLs
What the Package Includes:
Page Name Included in Package Version Ad Size Ad Serving Tags/Details Required IAB / Custom Targeting Criteria
Car Research - Program Copy    Custom      Site Served   
Search Form - "Learn About" Link    Custom      Site Served   
Search Form - Tile    Tile 110x30      Site Served   
Search Results Page - Certified Tile; Vehicle History Report Tile; Listings; Call Tracking    Tile 110x30 or 440x120      Site Served   
Vehicle Details Page - Certified Tile; Certified Video; VHR Tile; Certified Leads; Call Tracking; Warranty Tab Links    Custom      Site Served   



Desktop, Tablet, Mobile

Product Type:









8-10 week lead time for new clients

Submit an order request

Product Rules:

All Ads should adhere to LEAN Ad Standards as defined by IAB 2017 New Standard Ad Unit Portfolio.

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

  • Certified is primary owner for listings and ads.
    • Sold Annually
    • Includes certified listings path and 110×30 tile on Search Results Page and Vehicle Details Page
    • Certified listings cannot support tracking tags
    • Certified Call Tracking is optional
  • Call Tracking Business Rules
    • Certified call tracking enables certified leads to be flagged as “certified” in dealer reports
    • Certified call tracking is unique to certified listings because it can only be applied if an OEM participates in the certified program
    • Bundle Certified Pre-Owned (CPO) call tracking into the CPO Partnership packages
    • Dealer cannot purchase nor have a certified call tracking number assigned without being in a certified program with Autotrader
    • Dealer must have active inventory on Autotrader to proceed
    • Most Autotrader Dealer packages include call tracking
    • Dealers have several different call tracking numbers:
      • New – Applies to all new Car inventory
      • Used – Applies to all Used Car Inventory
      • Certified – Can be applied to each Make they sell
      • OEMs can use the same CPO toll-free number for multiple makes
      • GM includes several Makes that all receive the same CPO toll-free number
      • Chrysler includes several Makes that all receive the same CPO toll-free number
      • All other certified programs have one make

Search Form:
Only Certified Vehicle brands will show in ‘Make’ selection if user selects certified search type “Learn About ‘OEM’ Certified Pre-Owned Vehicles” populates when a certified Make is selected

The “Learn About” link is located at the bottom of the search form and allows users to click through to the certified program description page

Certified program description page allows users to learn more about the OEM’s warranty details, features, and benefits

Search Results:

  • Certified vehicles on the search results page are identified with an 110×30 certified tile that is redirected to the OEM Certified site
  • Vehicle Description
  • Certified vehicles on the Vehicle Details Page are identified with an 110×30 certified tile and text link that is redirected to the OEM Certified site
  • The certified tile provide differentiation between certified and non-certified vehicles
  • The Vehicle Details Page certified components also include a certified video
  • Vehicle history report (VHR) tiles are added to each certified listing and displayed in the “Primary information about this vehicle” section
  • OEMs now have the option to allow for dealer choice of VHR. Submit an OR to change the status
  • Mobile Tile and Warranty Details (Optional)
  • Logo appears on the Mobile Vehicle Details page
  • Logo is not clickable
  • Certified Information Selection appears on the Mobile Vehicle Details page. This is clickable to the AutoTrader.com Warranty Details page, specific to the OEM
  • Logo size is 110×30, but retina display image is preferred – and is a best practice
  • Copy matches the Compare Certified Program information on the AutoTrader.com Core site
  • Text link on Warranty Details page is optional and clickable. 80 character limit max. Logo is not clickable


Creative Sizes:

Tile is 110×30 or 440×120, high resolution image.

Marketing Materials