OEM Solutions

Programmatic – 2018, 2019

Cox Automotive Programmatic automates media buying of premium inventory on Autotrader.

Programmatic provides the opportunity to scale connections with audiences, message cross-platform, purchase inventory in real-time, and offers easy access to campaign performance measurement.

Ad Size

300x250, 300x50, 320x50, 728x90, Pre-Roll

Business Rules
  • Platform: Desktop, Tablet, Mobile
  • Advertiser: Tier 1, Tier 2, Certified, Major Accounts
  • Ad Size: 300×250, 300×50, 320×50, 728×90, Pre-Roll
  • Pages: Targeting options available across awareness pages (excludes homepage) & model vehicle search results pages (SRPs)

 

Download Ad Specs:
Medium Rectangle – 300×250
Leaderboard – Inline
Ad Specs:

Reference ad specs for Medium Rectangle, Mobile 320×50, Leaderboard, Pre-Roll

 

Product Rules:
  • Platform: Desktop, Tablet, Mobile
  • Advertiser: Tier 1, Tier 2, Certified, Major Accounts
  • Ad Size: 300×250, 300×50, 320×50, 728×90, Pre-Roll
  • Pages: Targeting options available across awareness pages (excludes homepage) & model vehicle search results pages (SRPs)
  • Duration: Flexible
  • Ad Type: Conquest non-exclusive & standard: less than 100% of impressions
  • Geography: National, Regional
  • Ad Serving: Third Party
  • Funnel: Lower Funnel, Upper Funnel
  • Lead Time: Real Time
Targeting:

Data infused private auction deals leverage combined AT/KBB audience segments from AAM.  No Personalized Shopper Profiles.

AT/KBB audience segments from AAM include:

  • Std: Body Style: Car
  • Std: Body Style: Convertible
  • Std: Body Style: Coupe
  • Std: Body Style: Crossover
  • Std: Body Style: Hatchback
  • Std: Body Style: Sedan
  • Std: Body Style: SUV
  • Std: Body Style: Truck
  • Std: Body Style: Van
  • Std: Body Style: Wagon
  • Std: Body Style: Luxury Car
  • Std: Body Style: Luxury SUV
  • Std: Body Style: Luxury Car & SUV
  • Std: Body Style: Compact SUV / CUV
  • Std: Body Style: Compact Car
  • Std: Body Style: Midsize Car
  • Std: Body Style: Midsize SUV / CUV
  • Std: Body Style: Fullsize Car
  • Std: Body Style: Fullsize SUV / CUV
  • Std: Body Style: Convertible: Used
  • Std: Body Style: Coupe: Used
  • Std: Body Style: Hatchback: Used
  • Std: Body Style: Sedan: Used
  • Std: Body Style: Truck: Used
  • Std: Body Style: Van: Used
  • Std: Body Style: Wagon: Used
  • Std: Body Style: Crossover: Used
  • Std: Body Style: Luxury: Used
  • Std: Body Style: Hybrid/Electric: Used
Buying Options:

Programmatic Guaranteed:
• Method to execute reservation based inventory via programmatic channels
• Follows internal CAMG forecasting process, avails, bookings
• Impressions are guaranteed and reserved based on CPM pricing
• Provides Clients opportunity to manage campaign/creative and trafficking
• Executed via DFP with key operational/set up differences as compared to direct sold
• Billing/Invoicing managed by Google

Private Auction:
• Method to transact inventory in a non-guaranteed auction environment
• Automation and efficiencies gained on buy side (advertiser) and sell side (publisher): set up, trafficking, etc.
• Transactions happen in real time–do not require avails/forecasting
• Auto and NEND advertisers
• Deals set up via Ad Exchange with assigned floor price
• Ability to leverage CAMG data and layer third party data
• Billing/invoicing managed by vendors

Open Auction:
• Method to transact inventory in a non-guaranteed auction environment
• Automation and efficiencies gained on buy side (advertiser) and sell side (publisher): set up, trafficking, etc.
• Transactions happen in real time-do not require avails/forecasting
• Advertisers outside of existing relationships (Approved list of categories white-listed)
• Billing/invoicing managed by vendors

 

Partner:
KBB