Premium display and video inventory across thousands of websites, apps, and streaming platforms
Programmatic Advertising for Dealerships
Your Inventory, Your Audience, Every Screen
Programmatic advertising puts your dealership’s actual inventory in front of in-market auto shoppers across display, video, CTV, and audio — powered by Amazon’s data, managed through a single platform, and measured against actual vehicle sales through Polk automotive attribution. Not impressions. Sales.
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96%
of the internet is reachable through programmatic advertising
Polk
Sales attribution tied to actual vehicle registrations — not just clicks and impressions
Display ads that show your actual vehicles. Targeting powered by Amazon’s shopper data. Measurement tied to real sales. That’s programmatic done right.
How It Works
Programmatic Is the Middle of Your Marketing Funnel
Paid search captures buyers who are actively searching. Social interrupts them with awareness. Programmatic fills the space in between — keeping your dealership visible across thousands of websites, apps, and streaming platforms while shoppers are researching, browsing, and comparing. It’s the persistence layer that keeps your name and inventory in front of buyers between their first awareness and their final search.
Everywhere Your Buyers Browse
Programmatic ads appear across the open web — news sites, weather apps, sports platforms, automotive research sites, lifestyle blogs, and streaming content. Wherever your target audience spends time online, your ads can follow.
Multiple Formats, One Platform
Through Amazon DSP, programmatic manages display banners, video pre-roll, CTV spots, and audio ads from a single platform with shared targeting, shared audiences, and unified reporting. You’re not buying each format separately from different vendors.
Always On, Always Optimizing
Programmatic campaigns run continuously, serving ads to the right households at the right frequency based on real-time performance data. Bids, budgets, and audience targeting are optimized algorithmically — not manually adjusted once a week.
The Platform
Programmatic Advertising Powered by
Amazon DSP gives us access to premium display and video inventory across the open web, mobile apps, and streaming platforms — all managed from a single platform with unified targeting, optimization, and reporting. But the real advantage isn’t inventory access. It’s Amazon’s first-party shopper data.
Amazon knows what people research, browse, and buy — including automotive shopping behavior. That data powers audience targeting that’s based on actual consumer behavior, not modeled estimates or third-party cookie data that’s increasingly unreliable.
Key Capabilities:
Precision Targeting
Target the Buyers Your Competitors Miss
Programmatic through Amazon DSP targets based on real consumer behavior — not guesswork. We reach households showing actual automotive purchase intent, layered with demographic, geographic, and lifestyle signals to eliminate waste.
In-Market Auto Shoppers
Households actively researching vehicles across Amazon, automotive sites, and the broader web. These are buyers in the consideration phase — comparing models, checking prices, and narrowing their list. Your ads stay in front of them throughout that process.
Conquest & Brand Audiences
Target shoppers with affinity for specific OEM brands or competitor models. Reach Toyota loyalists, Ford truck enthusiasts, or BMW shoppers and put your inventory in front of them before they’ve committed to a dealership.
Service & Retention Audiences
Target recent vehicle purchasers for service marketing, recall awareness, and retention campaigns. Also useful for identifying households approaching lease-end or typical trade-in windows.
Household Demographics & Geography
Layer household income, age, family composition, and geographic targeting down to the zip code. Ensure your budget is focused on the households in your market that match your ideal buyer profile.
Retargeting Audiences
Retarget households that have visited your website, viewed specific VDPs, engaged with your video ads, or appeared in your CRM. Keep your dealership in front of shoppers who have already shown interest.
Every impression is targeted to a household that matters. No spray-and-pray. No wasted spend on audiences that will never buy from you.
Dynamic Creative
Ads That Show Your Actual Vehicles — Updated Automatically
Your programmatic ads aren’t generic brand banners. They’re generated dynamically from your inventory feed — showing shoppers the actual vehicles on your lot with real photos, pricing, model details, and your dealership name. When a vehicle sells, the ad updates. When a price changes, the ad updates. When new inventory arrives, the ad updates.
This means every ad a shopper sees reflects what’s actually available on your lot right now. No outdated promotions. No sold vehicles still running in ads. No manual creative production required.
How It Works
Matched Sales
Verified
Households exposed to your ads that purchased a vehicle — matched to Polk registration data
Conquest Rate
vs. Competitors
Percentage of exposed households that bought from you instead of a competitive dealer
Sales Lift
vs. Control
Incremental purchase rate among exposed households compared to an unexposed control group
Cost Per Sale
Efficiency
Total programmatic spend divided by attributed vehicle sales — the metric that actually matters
Real Measurement
Measured Against Actual Vehicle Sales — Not Just Clicks
Most programmatic vendors report on impressions, clicks, and website visits. Those metrics tell you whether ads were served. They don’t tell you whether anyone actually bought a vehicle.
Through Polk automotive data (S&P Global Mobility), we match the households exposed to your programmatic campaigns against actual vehicle registration records. That means we can tell you how many households that saw your ads ultimately purchased a vehicle — from your dealership or from a competitor. This is closed-loop attribution that no click-based metric can replicate.
Know what’s driving revenue — not just traffic. Polk attribution closes the loop between ad exposure and the outcome every dealer actually cares about: did they buy a car?
Retargeting
Stay in Front of Shoppers From First Look to Final Decision
The average car buyer spends weeks researching before they contact a dealer. During that time, they visit dozens of websites, watch videos, browse social media, and compare options. Programmatic retargeting keeps your dealership and your actual inventory visible throughout that entire research process — across every site and app they visit.
Retargeting Audiences:
How Retargeting Builds On Other Channels:
CTV and social create awareness. Paid search captures active intent. Programmatic retargeting fills the entire space in between — keeping your name and inventory visible during the days and weeks of passive research that happen between a buyer’s first exposure and their final decision. Every other channel works better when programmatic retargeting is running alongside it.
Full-Channel Integration
Programmatic Is the Connective Tissue in Your Media Strategy
Programmatic doesn’t replace your other channels. It makes them work better by maintaining visibility between the moments when search, social, and CTV are active. When all channels share targeting data and reinforce each other, performance compounds.
Programmatic + CTV
Both run through Amazon DSP with shared audiences and unified reporting. CTV builds awareness on the big screen. Programmatic retargets those same households with inventory-specific display ads across the web. Same audience, multiple touchpoints, one report.
Programmatic + Paid Search
Programmatic builds awareness and keeps your dealership visible during the research phase. When those shoppers are ready to act, they search — and your paid search campaigns capture the intent programmatic helped create. We track the assist path from display exposure to search conversion.
Programmatic + Social
Social advertising reaches buyers in the feed. Programmatic extends that reach across the rest of the internet. Together, they create a surround-sound presence that follows the buyer everywhere. Cross-platform retargeting audiences are shared between both channels.
Over 30 Years of Automotive Marketing Experience
Ready to See What Programmatic Should Actually Look Like?
If you’ve been burned by cheap display vendors selling impressions with no accountability — or if you’re not running programmatic at all — we’ll show you what it looks like when it’s done through Amazon DSP with dynamic inventory creative and Polk sales attribution. Real targeting. Real creative. Real measurement.