Audience includes Native IAB and non-IAB templates that serve relevant vehicle based on Consumer Insights data.

Serves relevant vehicle based on Consumer Insights data when ad server shows relevant CAMP 360 client is available. When CAMP 360 client is unavailable, it is backfilled through the personalization engine (powered by Consumer Insights data).

Native IAB templates include: Featured Offers, Headband, Latest Offers, Dynamic Creative – Brand, Dynamic Creative – Shopping Tools Module, Regional Text Link, Tout, Trade-In Calculator, Vehicle Recommendation, Locked Leaderboard

HIGHLIGHTS

• Enhanced product page experience
• Retention exclusivity for all participating models
• CAMP partners have exclusivity of all units, blocking competitors from appearing on product pages

OVERVIEW

Acquire new and qualified Cox Auto shoppers with trusted Cox Auto messaging

• IAB Templates: Featured Offers, Latest Offers, Headband, Shopping Tools Module, Tout Ad, Trade-In Calculator
• Promoted Content and Editorial also includes: Owner Loyalty Promoted Content and CPO Learning Center

PRODUCT ELEMENTS

• Target audiences based on shopping activity
• Native ads across Facebook and other sites call attention to your model articles on Cox Auto sites
• Ads appear from Cox Auto handles and maintain distinctive brand voice
• Exclusive ownership of display banners on landing page

More Shopping Tools Module – Custom Compare is designed to not only capture and retain shoppers while they are in active search mode, but it also builds credibility and trust with its native look and feel.
This particular ad unit emphasizes the user’s natural inclination to research a particular model by featuring numerous key KPI links, maximizing opportunity to drive shopping actions. It also features KBB.com’s Expert Rating,* among other useful data points, that are dynamic within the creative. *MSRP or Horsepower may be featured.

The intent of the template options enables advertisers to increase on-page relevancy, enhance performance, and differentiate the messaging.

Advanced TV (ATV) provides advertisers an opportunity to utilize Cox Automotive’s data to target consumers on OTT/CTV and/or Addressable TV and minimize wastage in marketing spend on ATV. We use actual in-market signals from highly engaged consumers on the largest endemic properties to deliver unique, actionable audience segments; hence increasing efficiencies and return on advertising spend. The data we provide and how we provide varies based on how the video content is consumed.

OTT/CTV: Offered as a managed service where Cox Automotive’s team programmatically purchases video ads by targeting consumers using Cox Automotive’s in-market audience. 

Addressable TV: Make available CAI Audiences to MVPDs to power campaigns for clients. MVPDs are multichannel video programming distributors – services that provide multiple television channels – such as cable or satellite television services.

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

Programmatic and Audience Targeting are advertising options available to our Local Reseller/Tier 3 clients.

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. https://b2b.kbb.com/oem/ad-solution/programmatic/

Non-guaranteed inventory. On demand inventory/buying. Campaign management/trafficking supported on buy-side.

• Price floors are set and advertisers in the exchange have the ability to bid in the Cox Auto bidding environment. Highest Bid wins the impression
• Non-guaranteed inventory with CPM floors
• Data opportunity on buy-side only

Leverage multiple tech integrations including: Google AdX, Pubmatic, Amazon, etc.

Pricing: CPM Floors

Programmatic Benefits include

• Leverage automation to execute the media buying process in real time
• COX Automotive has integrations with multiple ad tech partners
• Clients have flexibility to select from multiple programmatic strategies