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

Kara O'Donnell

Autotrader Leverages The Tapad Device Graph™ to Achieve Higher Performance and Reach New Audiences Across All Devices

NEW YORKSept. 6, 2017  -- Tapad, the leader in cross-device marketing technology, today 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.

"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."

"How identity relates to conversion behavior is a complex part of any advertising campaign," said Jeff Kelosky, RVP and head of global automotive at Tapad. "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."

To learn more about using Audience Extension with Autotrader, click here. For more about the Tapad Device Graph, or to request a demo, visit www.tapad.com.

About Autotrader

Autotrader connects with more actual car buyers than any other third-party listing site, and with the most engaged audience of in-market shoppers. As the foremost authority on automotive consumer insights and an expert in online and mobile marketing, Autotrader makes the car shopping experience easy and fun for today's empowered consumer looking to find or sell the perfect new, used or Certified Pre-Owned car. Using technology, shopper insights and local market guidance, Autotrader's comprehensive marketing solutions guide dealers to personalized digital marketing strategies that grow brand, drive traffic and connect the online and in-store shopping experience.

Autotrader is a Cox Automotive™ brand. Cox Automotive is a subsidiary of Cox Enterprises. For more information, please visit http://press.autotrader.com/.

About Tapad 

Tapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company's signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing the Tapad Device Graph™ and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in BostonChicagoDallasDetroitLondonLos AngelesMiamiOsloSan FranciscoSingapore, and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award, and Global Startup Award's "Startup Founder of the Year". In 2016, Tapad was acquired by the Telenor Group, one of the world's largest mobile operators with 214 million subscribers in 13 countries.

Media Contact: 

Natalie Vegel

Associate Director of PR, Tapad

[email protected]

[1] Source 2017 Cox Automotive Car Buyer Journey Study; Defined as: Autotrader.comCarGurus.comCars.com and TrueCar.com.

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