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White Paper

Digital Audience Analysis


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Article Highlights

  1. The digital audience analysis provides transparency into visitor activity prior to a dealer website visit. The study found that 25% of all monthly visitors to a dealer’s website visited Autotrader.com or KBB.com FIRST.
  2. Third-party sites connect buyers and sellers at the shopper level: Car shoppers learn about a dealership while on third-party sites and then use a search engine to locate the dealership website to conduct further shopping and research.
  3. Advertising on third-party sites can deliver high value to dealers looking to reach and influence high-quality, in-market car shoppers.

The digital audience analysis looks at the online behavior of more than 3 million car shoppers across 1,300 dealers and reveals key insights about the role and influence of third-party sites and search engines during the car shopping process.


The digital audience analysis used proprietary data and technology from Autotrader, Kelley Blue Book, and select partner sites, in conjunction with Adobe Audience Manager, to collect and analyze page impressions from more than 6,387,000 car shoppers among 3,100 active dealership websites across a variety of vehicle makes in the U.S. The dealerships represented in the study include Autotrader dealer customers and Kelley Blue Book customers, as well as non-Autotrader and non-Kelley Blue Book customers. The data for the results contained herein was collected as of May 2015. Dealer site activity is collected and analyzed in 30-day increments and is cross-referenced with Autotrader and Kelley Blue Book site activity to determine overlap within the current month and the previous 60-day period. This methodology does not collect or use personally identifiable information (PII).

Digital Audience Analysis

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