Clarivoy, the automotive industry’s leader in multi-touch sales attribution and advanced identity resolution, announced the launch of its exclusive new metric: Marketplace Visit Attribution (MVA). Through strategic partnerships with leading automotive marketplaces, including Autotrader, Cars.com, CarGurus, and Edmunds, and with insights from Comcast Advertising’s Media Solutions, Clarivoy now provides unprecedented visibility into how linear TV, connected TV (CTV), video, and display ads from automakers and dealerships directly influence consumer visits to marketplace websites and dealership sites.

Clarivoy’s MVA metric uniquely captures consumer journeys by deterministically connecting ad exposure ̶ from linear TV and various digital channels including CTV, video, and display ̶ to visits on automotive marketplaces. This innovative approach surfaces critical insights previously hidden within the consumer buying journey and empowers automotive advertisers with unparalleled clarity about the effectiveness of their media investments.

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“Clarivoy is unlocking a completely new dimension in automotive advertising measurement,” said Steve White, CEO of Clarivoy. “Our robust relationships with leading automotive marketplaces, combined with Comcast’s comprehensive set-top box viewership data, uniquely positions us to precisely measure how different advertising formats drive consumer behavior. The Marketplace Visit Attribution metric provides a powerful, data-driven link between ad exposure and consumer actions, giving automakers and dealers a more comprehensive view into the impact of their advertising strategies.”

Methodology and Reporting:
Clarivoy’s proprietary platform integrates marketplace shopper data with anonymized and aggregated ad exposure insights derived from Comcast Advertising campaigns, enabling mutual clients to gain deeper attribution and performance insights on automotive marketplace and dealer websites. This privacy-compliant approach provides clear, aggregated insights into how different advertising channels, including linear TV, CTV, video, and display directly influence key consumer actions.

“Clarivoy has set the standard for the auto industry when it comes to clear, timely and unbiased measurement metrics. By combining their measurement capabilities with Comcast Media Solution’s insights and scale, we’re ensuring that auto advertisers can trust they’re getting the most impact out of their media investment with demonstrated performance throughout the funnel,” says Anthony Jingoli, Head of Local Automotive Strategy, Comcast Advertising.

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Key reporting metrics available exclusively through Clarivoy include:

• Marketplace Visits Attributed to Linear TV, Connected TV, Video, and Display Campaigns
• Deterministic Attribution of Dealership Website Visits
• Directly Attributed Leads and Vehicle Sales

The MVA metric fundamentally redefines media effectiveness measurement, allowing automotive marketers and marketplace partners to close historical gaps between advertising investments and measurable business results.