Programmatic Power: How Dealers Turbocharge Car Sales in the Open Internet Era

Car dealerships, long reliant on print ads and radio spots, are undergoing a digital transformation powered by programmatic advertising. Jason Goldberg, general manager of automotive at The Trade Desk, an AI-driven ad technology platform, detailed in a recent CBT News interview how this technology connects dealers with buyers across the open internet—content beyond walled gardens like social media and search engines.

The shift marks a departure from outdated tactics measured by superficial metrics such as clicks and impressions. ‘Programmatic really is the gateway to the open internet… It’s a place where your brand resonates with engaged consumers in a premium, safe environment,’ Goldberg said. Dealerships using The Trade Desk’s platform now access data-driven targeting and precise measurement, linking campaigns directly to offline sales.

Traditional linear funnels no longer capture modern buyer behavior, which follows a circular path across makes, models, and segments. Programmatic enables multi-channel engagement via connected TV, online video, audio, display, and premium digital content, accelerating conversions dramatically.

Circular Journeys Demand Multi-Channel Precision

Dealers limiting efforts to search and social miss early-stage buyers. Multi-channel campaigns slash decision times: one channel averages 23 days to conversion, two channels drop it to 15 days, and three channels reduce it to seven days, according to insights shared by Goldberg in CBT News .

A data-first strategy lies at the core. First-party data from dealership CRMs, supplemented by third-party sources, identifies in-market shoppers. The Trade Desk delivers tailored messages to the right audience on optimal devices, minimizing waste and boosting efficiency. Granular targeting down to zip+1 levels matches ad exposure to actual purchases, revealing influences on sales and competitor defections.

Premium, brand-safe environments enhance engagement, recall, and purchase intent. MediaPost echoed this in coverage of Goldberg’s comments, noting programmatic reaches potential buyers earlier in their journey, moving beyond vanity metrics ( MediaPost ).

Data Fuels Measurable Outcomes

Dealerships gain competitive edges by tracking real-world impacts, not just digital interactions. The Trade Desk’s platform provides dashboards showing how ads drive foot traffic and sales, enabling optimizations that traditional media cannot match. This precision addresses oversaturation risks, ensuring messages land effectively.

Broader industry trends amplify programmatic’s role. In 2025, U.S. programmatic digital display spending exceeded $180 billion, comprising nearly 92% of all digital display, per Basis Technologies analysis. Automotive marketers increasingly allocate here for its targeting prowess amid rising digital ad investments.

Top dealerships achieve 7.01% conversion rates through advanced strategies, per DemandLocal’s compilation of eMarketer data, underscoring optimization potential ( DemandLocal ).

Omnichannel Acceleration in Action

PureCars emphasizes programmatic’s automation via AI and algorithms for real-time targeting, partnering to deliver personalized interactions that 71% of consumers crave, citing McKinsey research. With 76% feeling underserved without personalization, dealerships using first-party data post-cookie era refine media plans for higher conversions ( PureCars ).

Silverback Advertising forecasts programmatic’s growth in auto, enabling measurement of test drives, dealership visits, and sales attribution. Real-time dashboards optimize spending, improving return on ad spend as brands target based on demographics, history, and location ( Silverback Advertising ).

Connected TV emerges as a powerhouse, with 56% of global marketers boosting CTV/OTT spend in 2025, up from 53% in 2024, particularly in automotive, per Nielsen via Epom. Programmatic CTV ad spend nears $45 billion by 2026.

Navigating Privacy and AI Frontiers

First-party data dominates, with 40% of U.S. marketers relying on it as primary privacy-safe targeting in 2025. Retail media programmatic display grew over twice as fast as total, signaling transaction-tied signals’ value. Dealerships adapt by integrating CRM data with platforms like The Trade Desk for compliant, effective reaches.

CBT News posts on X highlight The Trade Desk’s role, with Goldberg discussing digital connections for dealers amid 2026 considerations (@CarBizToday). As programmatic DOOH expands 300%+ and AI handles 90% of buying by 2027, auto dealers position for dominance.

Mindset changes prove essential: embrace circular paths, expand channels, prioritize data, measure outcomes, and view programmatic as open internet access. Goldberg’s blueprint equips dealerships to thrive amid evolving buyer dynamics.