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Turning the ignition on in-house
programmatic Samantha Austin | Programmatic & Digital Marketing Lead
Lara Izlan | Director, Commercial Platforms & Operations
Motivations.
First party
data. Agile
approach.
Cross-team
synergy.
Apply
learnings.
Magazine
business.
1977
Our story.
1995 UK national coverage of
Auto Trader magazines
Diversification.
1995
Start of online operations -
Launch of autotrader.co.uk
1996
2007
Transition to
digital.
2007 Implements digital
transition strategy
Digital revenue = Print revenue
2010 Websites for Retailers
Launches apps
2013 Closure of print magazines
Fully digital
business.
2013 100% digital business
in UK and Ireland
2013
First Party Data.
3x more visits from
new car shoppers
than any other
automotive site
85 searches
every second
5x more influential
than the nearest
competitor
16m monthly
cross-
platform
unique users
80% UK Automotive
Retailers
advertise on
Auto Trader
80% of all time spent
on Auto classified
sites
is spent on
Auto Trader
monthly
cross-
platform
visits
60m
Activating our data.
CONTEN
T
Video
Reviews
Advice
SEARCH
Make/Model
Postcode
Vehicle Age
Price
MODELS
Behavioural
and
Algorithmic
Internal
marketing
campaigns
Onsite
targeted programmatic
campaigns
DMP
Reaching the right auto intender,
in the right context, with the
right message, at the right time.
Auto Trader
Audience
Extension
Auto Trader
Audiences
Common Purpose across the Business.
Design
Marketing
Display
Product Analytics
Brand
Common Tech Stack.
Advertiser Publisher
Attribution
Viewability Brand
safety
Dynamic
Creatives DSP
Cross-
device DMP
9
Agile Approach.
Test & Learn
Optimisations
Test & Learn
New Technologies
Better team and better results
for our customers – Automotive
advertisers
Apply Learnings
10
Audience
extension
New car
shoppers
Car buying
journey.
Audience Targeting – Commercial Solutions.
Outcomes.
Return on
investment
reduction in CPA
Engagement
increase in key
audience metrics
Built a technology
stack that works
for us
Development of new
solutions that benefit
other company
objectives
Built a technology
stack that works for us
Thank You.
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