Jumpstart Automotive Media announced it will partner with prominent Web sites and ad networks to offer behavioral ads to automotive shoppers across a wide distribution base.
In-market car buyers who visit sites in the Jumpstart Network, including Vehix.com, Automotive.com, NADAguides.com, Consumer Guide Automotive and J.D. Power Autos, will now see ads related to their automotive search when they go to selected external Web sites.
Publishers and ad networks in the new Jumpstart Behavioral Auto Channel include ValueClick Media, Burst media, Comcast.net, FoxNews.com, TVGuide.com and Interevco, with a portfolio of sites including Prevention.com and Marvel.com.
Contextual ads serve up ads tightly related to the content on the Web page a user is viewing at that moment. By contrast, behavioral advertising chooses ads according to the trail of sites and content accessed by visitors in previous online sessions.
High demand for contextual ads on third-party autos sites has resulted in a severe ad inventory shortage, said Joe Kyriakoza, Jumpstart vice president of product development. In particular, it has cut into opportunities for ad “conquesting’ — reaching in-market shoppers who have viewed content or ads for competing car brands.
“Behavioral targeting becomes a valuable tool to help us serve highly relevant ads to car buyers across a vast audience in our channel of sites and ad networks,” Kyriakoza said in a release. Ads can be custom-targeted to reach specific shopper categories such as those who’ve looked online at luxury vehicles or SUVs.
Jumpstart began offering behavioral targeting to auto marketers last year through a partnership with the Advertising.com network.
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