Tapad and Autotrader Partner to Deliver More Meaningful Cross-Device Connections for Automotive Brands

Tapad, the leader in cross-device marketing technology, revealed findings from a campaign conducted with Autotrader which connects with more actual car buyers than any other third-party listing site.[1] Autotrader’s premium audience, combined with the Tapad Device Graph™, delivered significant audience extension across desktop, mobile, and tablet to drive awareness and maximize both reach and delivery across screens.

To help analyze shopping behaviors across multiple devices, the global automotive brand for this campaign turned to Autotrader and Tapad, who created a cross-device pre-roll video strategy with a focus on viewability, concentrating on potential customers already searching for vehicles. By using a one-to-one connection, instead of look-alike modeling, Tapad also ensured that the automotive brand discovered only new consumers across all of their devices.

This approach discovered a new potential audience of more than 14 million consumers, eliminated communication waste and the risk of duplicates, increased overall performance, and ensured more of the campaign dollars reached meaningful audiences. Overall, this case study represents a leap forward in terms of audience-based targeting and the highly sought-after multi-touch attribution modeling.

Lynne Green
Lynne Green

“We really enjoy working with the team at Tapad to help execute our Audience Extension campaigns,” said Lynne Green, product manager at Autotrader. “Their ability to meet the demands of an ever-changing industry, as well as their dependable customer service has allowed us to confidently deliver against our unique in-market automotive audience and provide our clients ongoing messaging opportunities to our audience beyond Autotrader.com.”

Jeff Kelosky - Image
Jeff Kelosky

“How identity relates to conversion behavior is a complex part of any advertising campaign. After identifying auto consumer’s behavioral patterns and device usage while shopping for vehicles, we knew we could successfully help Autotrader and its automotive brand clients maximize campaign viewability and drive results,” said Jeff Kelosky, RVP and head of global automotive at Tapad.

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