How Retail Media Networks Are Influencing Automotive Marketing

Advertising is experiencing a notable shift: shoppers frequently start their buying journeys on marketplaces rather than general search engines.

This trend is clear in retail, where platforms like Amazon Ads, Walmart Connect, Target Roundel, and Best Buy Ads have emerged as major channels for brands aiming to reach consumers at moments of high purchase intent. These platforms are commonly called Retail Media Networks (RMNs), and they're blending commerce and advertising in new ways.

Clarivoy’s recent white paper, "Marketplace-First Consumer Behavior: From Retail to Automotive," highlights how a similar shift is now evident in automotive shopping. Instead of heading directly to dealer websites or brand pages after seeing advertisements, many consumers first visit automotive marketplaces such as Autotrader, Cars.com, CarGurus, Edmunds, and TrueCar. Our analysis shows that 93% of engaged car buyers used automotive marketplaces during their shopping journey, making these sites central to consumer decision-making.

The growth of RMNs also reflects a significant change in media measurement. Traditional attribution methods are less effective because many consumers bypass familiar digital touchpoints. Retail media networks address this by placing ads directly within the platforms consumers already frequent, creating a smoother transition from interest to action. For retail marketers, this shift has meant rapidly increasing investment in these channels. Automotive marketers have an opportunity to learn from this trend by viewing automotive marketplaces not just as listing services but as potential media platforms offering measurable outcomes.

In response, Clarivoy has introduced Marketplace Visit Attribution (MVA). This metric provides RMN-style measurement tailored specifically for automotive marketers. By working with partners such as Comcast Advertising, MVA connects advertising exposure across linear TV, connected TV (CTV), video, and digital display directly to consumer visits on automotive marketplaces and dealer websites. This method offers automotive businesses clearer insights into the connection between media spend and consumer behavior, similar to the analytics retail marketers have found valuable on platforms like Amazon.

Dealers and automotive marketers who recognize this trend early can adapt their strategies accordingly. Rather than viewing marketplaces as mere intermediaries, it’s beneficial to approach them as influential media channels capable of shaping buying decisions. Integrating marketplace attribution into marketing strategies can help brands and dealerships more effectively measure and optimize their advertising spend.

Interested in learning more?

Check out Clarivoy’s white paper, explore how Marketplace Visit Attribution can support your marketing strategy, and consider new ways to measure your media effectiveness with the automotive shopper in mind.

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