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

Page Name Included in Package Version Ad Size Ad Serving Tags/Details Required IAB / Custom Targeting Criteria
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