Lower-Funnel Activities Archives

Drive your model further up shopper consideration lists by featuring more relevant content to show car shoppers why they chose your model
Reaffirm shopper confidence in your brand/model by leveraging the content and data from the Trusted Resource®
Native styling offers a more seamlessly integrated experience for car shoppers
Pull-in quotes from KBB.com’s Editorial review articles, Expert Ratings, and our Awards & Accolades

Campaigns that focus on audience driven inventory on site. Fixed rate with non-guaranteed inventory.

Audience Preferred Deals:

An invitation only environment leveraging existing Sales relationships with advertisers. Deals are facilitated and set up by Cox Automotive.
On demand inventory/buying
Non-guaranteed inventory with FIXED CPM
Inventory is available to buyer after all direct and before it becomes auction eligible
Google/GAM integration
Campaign Management/Trafficking and creative implementation supported on buy side
IAB desktop and mobile
Use IAB ad sizes listed on site for both Autotrader and KBB

Audience PDs available:

Segments:

Luxury Bodystyle (60/30 day)
- Luxury Car
- Luxury SUV
- Luxury Used/Certified Pre-Owned (CPO)
- Luxury All
Standard Body Style (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/Certified Pre-Owned (CPO) Car
Used/Certified Pre-Owned (CPO) Truck
Used/Certified Pre-Owned (CPO) SUV
Used/Certified Pre-Owned (CPO) All

Loyalists:

User has gotten trade in/private seller value on Autotrader 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 Autotrader or KBB for a specific make and is NOT searching AT/KBB for that make.
- All makes (60 day)

Users visit KBB.com and are categorized into audience segments based on their interests, which are determined by their previous KBB.com content consumption/interactions.

These users are recognized by anonymous cookies and targeted with relevant ads to their interests when we find them on KBB.com pages or sites with available ad impressions.

Advertisers purchase the ad impressions segmented by behavior (not the data).

Audience Targeting is available in IAB universal ad sizes at this time.

Impressions are non-guaranteed, subject to price competition

Campaigns that are not guaranteed and provide buyers access to COX Automotive inventory

Standard Private Auction:

An invitation only environment leveraging existing Sales relationships with advertisers. Deals are facilitated and set up by Cox Automotive.
On demand inventory/buying
Non-guaranteed inventory with CPM floor
Inventory is available to buyer after all direct and Preferred Deals
Google/GAM integration AdX
Campaign Management/Trafficking and creative implementation supported on buy side
IAB desktop and mobile
- IAB ad sizes listed on site for both Autotrader and KBB
- Targeting is NOT available