A dealership's own data is going to become even more important for targeting consumers with personalized ads based on their shopping behavior
By Lindsay VanHulle, Automotive News
“The rest is history,” Lauren Donalson, senior director of national accounts at dealership marketing provider PureCars, told me. “Once you win the click, you’ve now won the engagement, you’ve now won the lead, you’ve now won the [sale].”
In this week’s issue, I explore the phasing out of third-party cookies — the tags that follow you across the Internet and the reason an ad for the shoes you browsed yesterday pops up while you’re reading an article on a different website today — and the effects of that shift on auto marketers. Several told me that a dealership’s own data is going to become even more important for targeting consumers with personalized ads based on their shopping behavior when dealerships no longer can use aggregated consumer data from third parties.
Third-party data is what has long made advertising so powerful, Donalson said. Most dealerships are probably used to building lists for email or direct-mail marketing campaigns with data pulled from their dealership management or customer relationship management systems, she said. But using that first-party information on a consistent and frequent basis will be “the new norm” in dealership advertising.
This article was featured in Automotive News.