OEM Solutions

Programmatic: Private Auction

How It Works

Inventory Types: Native Display (Desktop; Mobile); Native Outstream Video

Campaigns that are not guaranteed and combine the power of automation with Cox Auto’s first-party data to monetize “premium inventory”

Standard Private Auction Deals:

  • An invitation only auction environment leveraging existing Sales relationships with a selected amount of advertisers. Deals are facilitated and executed by Cox Automotive.
  • Google/Pubmatic integrations
  • On demand inventory/buying
  • Non-guaranteed inventory with CPM floors
  • Campaign Management/Trafficking and creative implementation  supported on buy side
  • Cox Automotive Audience data/targeting opportunities available (Adobe Audience Manager audience data)
  • Non-targeted inventory
  • IAB desktop and mobile
    • Use existing ad sizes listed on site for both AT and KBB
  • Can support multiple campaign objectives
    • Reach/Scale

Context Private Auction:

  • Inventory isolated to key areas across site
    • Page level targeting
      • Make/Model pages
      • Category pages
      • Homepage IAB
    • IAB desktop and mobile

Engagement Private Auction:

  • Inventory that produces strong back end metrics/KPIs
    • Bundled high performing ad unit
      • HP (IAB), Vehicle Detail Pages (VDP)
    • Native Standard:
      • An invitation only auction environment leveraging existing Sales relationships with a selected amount of advertisers. Deals are facilitated and executed by Cox Automotive.
      • Triplelift integration
      • On demand inventory/buying
      • Non-guaranteed inventory with CPM floors
      • Campaign Management/Trafficking and creative implementation  supported on buy side
    • Native Video: reference available video options within the ad specs and references for the activation guides

Audience Private Auction:

  • Data driven offerings that promote the value of the Cox Automotive audience/consumer journey
    • Segment:
      • Luxury Bodystyle (60/30 day)
        • Luxury Car
        • Luxury SUV
        • Luxury Used/CPO
        • Luxury All
      • Standard Bodystyle (60/30 day)
        • Car
        • Truck
        • SUV
        • Hybrid/Electric
        • Van
        • Commercial Van
        • Wagon
      • Owners (60/30 day)
        • Owners Car
        • Owners Truck
        • Owners SUV
    • Search Path (60/30 day):
      • Used/CPO Car
      • Used/CPO Truck
      • Used/CPO SUV
      • Used/CPO All
    • Loyalists:
      • User has gotten trade in/private seller value on AT or KBB for a specific make and is also searching AT/KBB for that make.
      • All makes (60 day)
    • Defectors:
      • User has gotten trade in/private seller value on AT or KBB for a specific make and is NOT searching AT/KBB for that make.
      • All makes (60 day)
    • Cross Shopping:
      • Leverage internal cross shopping data to illustrate value of our audience consumer journey vs. standard third party audience
      • Available upon request
    • Homepage Extension:
      • Extend the life-cycle of direct HP takeover
      • Tag internally served creative during the 1 week flight
        • Exposed (Viewed)
        • Interacted (Clicked)
      • Create AAM segments
      • Apply via audience Private Auction
      • 60 day extension after direct campaign ends

Viewability Private Auction:

  • Inventory that is highly viewable
  • 70% in view:
    • Desktop/Mobile
  • 80% in view:
    • Desktop/Mobile

Ad Size

Standard Ad Sizes Supported: 300x250, 300x600, 160x600, 728x90, 320x50
Native Ad Sizes Supported: Inventory Search Module (300x175, 300x250), Premium Spotlight (728x200, 306x435)

Details

Package Name Page Name Ad Size Ad Name Ad Serving IAB/Custom
Partner:
KBB
Standard Ad Sizes Supported:

300×250, 300×600, 160×600, 728×90, 320×50

Native Ad Products supported:
  • Native Premium Spotlight
  • Native Inventory Search Module
  • Native Video: Desktop Spotlight

Enhancements

Asset Inclusions

Last updated: September 11, 2019

Business Rules

Last updated: September 11, 2019

Active Integrated DSPs

  • Publisher & Buyer RFP: DV360, The Trade Desk, Amobee, Adobe, MediaMath, Oath, Adform (EMEA)
  • Buyer RFP Only: DataXu, Xandr (AppNexus)

Edits that require buyer approval/re-approval

Buyer approval required for: Deals Renegotiated

  • Changes to CPM
  • Changes to approved impression volumes
  • Changes to the delivery dates
  • Removing (aka archiving) line items
  • Adding line items
  • Changes to ad sizes
  • Changes to additional terms

Buyer approval NOT required for: Deals NOT renegotiated

  • Changes to targeting (ad units, KVs, publisher user lists etc.)
  • Proposal/line item names
  • Delivery settings
  • Delivery priority
  • Labels / custom fields / comments
  • Other

Standard Ad Units: 300×250, 300×600, 160×600, 728×90, 320×50

Native Ad Units: 300×175, 728×200, 306×435

Cox Auto 101 Materials

Programmatic Upfront 2020 Presentation

Why Programmatic Native

Internal Templates/Setup Documents

Programmatic Checklist Final

Triplelift Branded Video Activation Guide

Triplelift Display and Video 360 Activation Guide

Private Auction Deals Setup Template: COX Automotive 2020

  • Worksheet Includes the following tabs: Private Auction Info, Autotrader Standard Setup, KBB Standard Setup, ATX Standard Setup, AT Contextual, AT Engagement, KBB Engagement, AT Native, KBB Native, AT Audience, KBB Audience, AT HP Extension, KBB HP Extension, Data Master
  Programmatic Private Auction
Funnel Lower Funnel
Upper Funnel
Supersection New
Used
Platform Desktop
Tablet
Mobile
Advertiser(s) National/Tier 1
Regional/Tier 2
Certified
Major Accounts
Pages
Across Awareness Pages (Excludes Homepage)
Segments
  • Car
  • Convertible
  • Coupe
  • Crossover
  • Hatchback
  • Sedan
  • SUV
  • Truck
  • Van/Minivan
  • Wagon
  • Luxury Car
  • Luxury SUV
  • Luxury Car & SUV
  • Compact SUV/CUV
  • Compact Car
  • Midsize SUV/CUV
  • Fullsize Car
Duration 1 month
Ad Type Standard, Non-exclusive: less than 100% of available impressions
Geography National
DMA
Ad Serving Third Party
Ad Size

The following sizes apply:

  • 300x250
  • 300x600
  • 160x600
  • 320x50
  • 728x90
  • 300x175
  • 728x200
  • 306x435
Ad Size Upgrade Options
Lead Time Real time