Gartner for Marketers Research

Insight Report August 28, 2018

Auto U.S.: OEM vs. Dealer Display Advertising

As brand safety concerns circle around programmatic display advertising, auto companies are taking a different route. However, this shift in strategy has not trickled down to the second and third tiers, where dealers adopt riskier and less expensive tactics to maximize their display advertising spend. Dealers can learn from brands to ensure that their ads are served in safe environments, while brands can learn from dealers how to maximize their budgets to better reach audiences.

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