CHARLESTON, S.C. -

Less than two months after being purchased by Raycom Media, there’s more news coming out of PureCars.

This time around, the automotive digital advertising platform unveiled an Inventory Targeting feature that lets dealers take their daily inventory data and use it to allocate digital advertising spend.

Through this solution, which is within PureCars’ SmartAdvertising platform, dealers can view and earmark ad dollars based on the following:

— How well the inventory is merchandised
— The performance of those vehicles at their store and elsewhere in their market

PureCars said in its news release that vehicles can be filtered by condition and make through this platform, and that dealers “can then view a model’s digital advertising performance to determine if marketing efforts are concentrated on the right vehicles in the right way.”

The dashboard allows dealers to view inventory advertised, spend, campaign performance and performance in market.

“The capability to better decide where to spend valuable advertising budgets will help dealers tremendously,” said Jeremy Anspach, chief executive officer and founder of PureCars. “When dealers can quickly see what models need a sales boost, they can easily adjust their advertising budget to push models ready to move off the lot. We look forward to seeing the positive impact on our clients’ sales and helping them achieve success.”

SmartAdvertising is designed to determine budget allocation and bidding by an analysis of:

— How strongly the cars are merchandised at the store
— The website activity for those cars
— Demand for those cars

The platform continually tracks ads at the ZIP code level, the company said. This allows the dealer to make adjustments needed to target the right consumers with the right cars and in the right location, PureCars said.

“Digital advertising is still new to many dealers, so we wanted to empower them to make better decisions for their business,” said Anspach. “Other digital solutions are vertical agnostic and do not address the specific challenges dealers face with digital advertising. SmartAdvertising pulls in data from IMS, DMS and website analytics to efficiently use a dealer's limited budget to target the lowest funnel buyers and convert them to purchase on the lot.”