PureCars has been purchased by Raycom Media, the privately owned broadcast company announced Tuesday.

PureCars, an automotive digital advertising platform, is set to run as a separate entity within Raycom. It will keep its Atlanta development campus as well as its Charleston, S.C., and Milwaukee offices.

Raycom Media operates 51 TV stations throughout the U.S. And if that name sounds familiar to sports fans, the company owns Raycom Sports, among other properties.

“We are excited that PureCars is now part of the Raycom Media team,” said Raycom Media president and chief executive officer Paul McTear. “We are impressed by the leadership, people and technology PureCars brings to the table and are eager to provide our customers with a market-leading advertising solution that crosses the TV and digital divide.”

PureCars CEO and founder Jeremy Anspach said: “Since our first meeting, Raycom Media stood out as a partner that was aligned philosophically and brought real strategic value to the table.

“I’m proud of the deficiencies we have been solving in the automotive business and the direct impact we have made in helping dealers connect with buyers in a more efficient way using digital advertising. With Raycom, we have more data, resources and reach to help our customers market their inventory with smarter, more efficient advertising solutions,” added Anspach, who is a speaker at this year's CPO Forum during Used Car Week.

PureCars chief operating officer Sam Mylrea added:  “Shoppers today are not loyal to just one source of media — they bounce from TV to web to social media and often use all mediums at once.

“It’s time for an advertising platform that understands a fluid approach is one that will win the final sale, and PureCars is excited to be part of that solution with Raycom Media,” Mylrea said.