Auto publishers are among the most adept at using audience data to draw advertisers, in part because of the uniqueness of their vertical, Digiday reports. But even within that vertical – up against data resellers, for instance – the strength of their first-party information helps keep them competitive.
“Motor Trend, which reaches 44 million unique visitors a month across its 101 properties, has seen this efficiency of first-party data firsthand,” Ricardo Bilton writes.
“In a recent partnership with a big-name car manufacturer that Motor Trend declined to name, the site was able to use data-management platform Krux to create audience segments around readers it thought would be most interested in trucks and sedans. It then served these segments specific messages meant to push them closer to the manufacturer’s brands.”
Premium auto publishers are able to charge CPM rates as high $100, which is four times as high as video, Digiday reports.
To read more about auto publishers using audience data, visit Digiday.
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