During the annual upfronts, much of its inventory sells out, including homepage placements, sponsorships, key sections and so-called "conquest" opportunities. Car manufacturers and dealerships prize the inventory because more than half of those browsing the site end up buying a car, according to a study by Datalogix.
In short, Edmunds' management hardly knows the meaning of "remnant," but management took the plunge into programmatic anyway, starting in April, because it believed clients would spend more if they could apply their own first-party data to its audience.
“Advertisers were looking for automated solutions, and had a desire to overlay data and use that to buy media. We decided to launch a test, because we knew where the industry was going,” said Jennifer Dodez, director of programmatic solutions for Edmunds.com.
In November of last year, Edmunds.com began testing private exchange functionality. In April it expanded that program, with the goal of supplementing its direct buys with data-driven exchange deals. Google’s DoubleClick Ad Exchange (AdX) and Rubicon power all programmatic deals, which can be open, preferred or private.