Automotive marketing firm Mudd Advertising has acquired DealerTrend, a technology company known for its dealer websites, inventory management and application programming interface-driven digital tools.

In a news release, Mudd said the Reno, Nev.-based DealerTrend, founded in 2001, was built to help dealers simplify technology and compete more effectively online, and the acquisition adds to Mudd’s data-driven marketing, customer data platforms and omni-channel campaign execution.

DealerTrend’s technology will be integrated into MuddVision, Mudd’s proprietary automotive operating system for marketing, prospecting and sales.

“Mudd Advertising has always stood for helping dealers win with the best ideas, technology and execution,” Mudd Advertising chief futurist Rob Mudd said. “DealerTrend’s proven digital infrastructure — from websites to APIs — complements our MuddVision platform perfectly. Together we are delivering the most complete end-to-end solution for automotive retail marketing.”

Mudd said the addition of DealerTrend’s website and API expertise strengthens MuddVision’s digital foundation, adding the acquisition provides data activation allowing inventory, shopper and customer data to flow more effectively into omni-channel campaigns, and a combined technology roadmap to give dealers faster, smarter tools.

The company said DealerTrend’s technology team will increase its technical expertise and accelerate product development.

“From the beginning, our mission at DealerTrend was to simplify technology for dealers and give them solutions that work,” DealerTrend founder and CEO Robert Avery said. “Joining forces with Mudd ensures that mission continues at a larger scale, with more data, more reach and more impact.”

Mudd said it will begin integrating DealerTrend technology immediately, with product enhancements and new capabilities coming to dealer clients throughout 2025.