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.