Viant Expands Partnership With Urban Science

Time Inc.’s Viant is expanding its year-old partnership with the automotive consultancy Urban Science. 

The automotive industry spends upwards of $47 billion annually on advertising. Automotive marketers will be able to attribute a sale to customers exposed to ads across multiple formats and channels in under 24 hours, as opposed to 3 to 4 months. This will enable automakers to better understand how their marketing efforts are impacting dealership sales, and better gauge their return on ad spend. 

By combining the breadth and granularity of Urban Science’s new vehicle and franchise data with Viant’s database of over 1.2 billion registered users, automotive marketers can apply closed loop measurement to their campaign initiatives to better understand the impact of their multi-channel marketing efforts.

The automotive industry spends a considerable amount on advertising compared to a relatively low unit sales volume, says  Jon Schulz, chief marketing officer at Viant. 

“Enabling this type of timely and accurate closed loop sales measurement allows auto marketers to react and optimize their campaigns in real time which unlocks immense value and reduces waste for both the auto brands and their dealers,” he says. 

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