OEM Solutions

Personalized Shopper Profiles – 2018, 2019

Personalized Shopper Profiles delivers highly relevant messaging to the right shopper at the right time utilizing our proprietary audience targeting solution. Reach specific shoppers who are Considering or Equally Considering your brand or even users who are Disregarding or Deflecting against your brand or your competitive brands. In addition, reach users who have not yet considering a vehicle and are early in their shopping process with the Undecided profile.

Opportunity Highlights:

  • Influence shoppers actively in the decision-making process in real-time
  • Leverage dynamic creative or create specific ad campaigns
    • Reach specific shoppers who are:
      • Considering
      • Disregarding
      • Equally considering
      • Deflecting
      • Undecided
Ad Size

300x250, 728x90, 160x600, 320x50, 320x136, 300x600

Business Rules

Audience Premium: when purchased in Upfront with Packages

  • Required in some packages, an upgrade in others
  • Inventory purchased in the Upfront is guaranteed; inventory purchased post Upfront non-guaranteed
  • Includes package and retention buys
  • Audience Targeting purchased within packages is called “Audience Premium”

Audience Premium: when purchased a la carte

  • Inventory is non-guaranteed, subject to price competition
  • Great for programmatic-ready clients
  • Available via direct sales channel, but will compete on price
  • Additional Ts & Cs required in IOs to reflect inventory is non-guaranteed
  • Outside of packages, it’s called “Audience Targeting”

Audience Targeting: remaining package inventory after Upfront

  • Will be available for purchase
  • Order of operations:
    • Upfront Slotting
    • Audience Targeting
Download Ad Specs:
Medium Rectangle – 300×250
Leaderboard – 728×90
Mobile 320×50
Half Page
Ad Specs:
  • HTML5
  • Initial load max file size: 200K
  • User-initiated load max file size: 100K
  • Expansion NOT permitted
  • Video available on click only
  • Audio available on click only; Audio defaults to “off”; 30 seconds maximum length
Assets Required:

Third party creative tag

Advertiser:

Tier 1; Tier 2; Certified; Major Accounts

Platform:

Desktop, Tablet, and Mobile

Product Type:

Impression

Strategy:

Consideration

Duration:

Any

Geography:

National, Regional

Product Details:
  • Targeting can be applied to any ad served creative size on mobile or desktop: 300×250, 728×90, 160×600, 320×50, 320×136, 300×600
  • Ads will be delivered as users qualify for the individual profiles. One user may be exposed to multiple profiles depending where they are in the process.
  • Note: Profiles are available via Audience Extension

These are the profiles available:

  • Considering: user is considering a model; targeting allowed: any model, DMA optional
  • Deflecting: user was considering, but is no longer considering your model; targeting allowed: any model, DMA optional
  • Disregarding: user is not considering your model; targeting allowed: client model and competitive model, DMA optional
  • Equally considering: user is considering your model and another model(s) equally; targeting allowed: client model and competitive model, DMA optional
  • Undecided: user has not yet considered a model in the last 90 days; targeting allowed DMA optional

10 business day SLA for launching new campaign

Fulfillment:

Click here to reproduce triggers internal use only on Autotrader

Click here to better understand how it works

Personalized Shopper Profiles landing page

Product Rules:

Profiles can be sold separately and against any ad served creative unit.

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.

Logic:

Users will move in and out of profiles as they change their model consideration.

Partner:
KBB
  • Personalized Shopper Profiles are 2X more effective for on-site, first-time brand conversions compared to traditional content targeting
  • Personalized Shopper Profiles were proven to increase offsite KPIs by an overall 26% even when combined with traditional conquest
  • Click-through rate improvement against traditional conquest when running Personalized Shopper Profiles within both mobile and desktop placements

— Results from National OEM Market Test