Auto shopping publisher Edmunds built an agency-like service designed to help auto dealers reach in-market car buyers on Facebook and Instagram. Car dealers set a budget and campaign parameters and an Edmunds sales rep enters the details into a Salesforce CRM system. That information gets sent to Facebook via API and the campaign goes live […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Madhura Sengupta, director of ad product technology at Edmunds. There are countless arguments over the ethics and even definitions of “native ads,” especially as the lines between advertising and content blur. Native ads have […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Madhura Sengupta, director of ad product technology at Edmunds. Publishers face increasing pressure in a competitive space, marked by gradual price deflation from ad exchanges, stricter viewability standards from advertisers and now the rise […]
Agencies and publishers alike have jumped into private marketplaces. Rocket Fuel, known for its performance-driven campaigns in open marketplaces, has lately begun pitching an offering of its own. For the past six months, it’s partnered with agencies and publishers to enable performance-driven campaigns in premium environments, building on technology put in place by [x+1], which […]
Edmunds used to keep its car shopper and owner data close to its chest. But at the beginning of this year, Edmunds opened its audience segments to its most valued car advertisers. The company used to sell inventory based on context, but now it’s shifting to an audience model, said Edmunds CEO Avi Steinlauf. This […]
From a certain point of view, it’s surprising car-shopping site Edmunds.com took the plunge into programmatic selling at all. 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 […]
