Those tweaks dramatically boosted yield. Between March and April, private marketplace revenue increased 160%. CPMs for private marketplaces averaged 20% higher after making the adjustments.
Having programmatic pipes and a header tag in place will set up CarGurus for the next upfront process. Many car manufacturers buy in yearlong deals, and the negotiations for 2017 are starting now. Programmatic will increasingly be a part of those conversations.
“Auto manufacturers see the value in having better predictability and access to our audience,” Harman said.
The ability to use data while guaranteeing spend aligns well with these advertisers’ goals. That drove CarGurus to become an early adopter of OpenX’s real-time guaranteed product. The hybrid of a private marketplace and a guaranteed buy allows buyers and sellers to forecast how much of an audience is available.
The next step, which is part of the real-time guaranteed conversations, will be infusing even more of these deals with data.
With both a DMP and header bidding in place, CarGurus will be able to give its advertisers better access to its car-buying audience.
“What’s most exciting to me is layering in some of our data to refine the audience we are providing in the private marketplaces,” Harman said. “That allows the buyers to leverage our expertise.”