Jumpstart to give OEMs direct access to in-market audience

Marketing and advertising company Jumpstart Automotive Group announced this week it will give manufacturers direct access to specific audiences who are shopping for vehicles across its portfolio of sites.

The company highlighted this development dubbed Traxion marks the first time Jumpstart is providing OEMs direct access to its exclusive portfolio of in-market vehicle shoppers.

“Traxion gives our clients the ultimate brand control,” Jumpstart chief executive officer Nick Matarazzo.

“Whether they want to use the data to understand their consumer better or use it to retarget or create custom communications for specific audiences (e.g., undecided shoppers, segment buyers, brand loyalists, model-specific shoppers, etc.), it’s their choice,” Matarazzo continued. “This data product is the missing piece of the puzzle that they've never had before," said.

Jumpstart’s portfolio includes Car and Driver, U.S. News Best Cars, NADAguides, J.D. Power Cars, autoweek.com, Autobytel, Daily News Autos, LeftLane, CarSoup and CarBuzz.

Senior vice president of revenue operations Brian Ledoux added, “We’re excited to offer our clients custom, Jumpstart-curated audiences, as well as new audiences specific to each client's unique needs.

“And pushing these audiences up to our client’s DMPs and DSPs not only gives them the ability to overlap our first-party data with their first- and third-party data for internal analysis, but also allows them to target our audience on open exchanges — giving them full control over which non-automotive sites they want to reach Jumpstart visitors on,” Ledoux went on to say.