Cox Automotive service offers user data goldmine

Cox Automotive is launching a new audience extension program to help OEM’s and regional associations increase the performance of their social media advertising.

The service uses real-time website behavioural data from Autotrader and Kelley Blue Book, two well-known U.S. third-party auto shopping sites, to increase marketing effectiveness via highly targeted ads on Facebook and Instagram.

“Today’s customers increasingly rely on online research before purchasing, and it’s critical that our industry reaches them where they are and at the right moment,” said Adam Pavkov, Director, Product Operations — Social Media, at Cox Automotive. “This program gives advertisers the tools they need to get the right messages in front of shoppers when it matters most.”

Those using Cox Automotive’s program can also target online shoppers by location, demographic and even “interest-based targets” for better quality campaigns, according to’s news release.

Facebook has 230 million users in North America, according to the company’s 2016 annual report, which also states that users check their social media page an average of 14 times a day.

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