PureCars

Attribution in Automotive: Q&A with PureCars - ExchangeWire.com

This Q&A with Sam Mylrea, CEO of PureCars, explores how the automotive industry's shift from in-dealership research to mobile-first discovery is reshaping attribution. PureCars describes itself as an automotive ad-tech platform that combines dealer merchandising data, market supply/demand, and audience data to drive high-intent buyers from online channels to the dealer showroom, and to move marketers beyond last-click attribution by prioritizing the touchpoints that matter most along the buyer journey. The interview notes that attribution is essential for managing budgets and that omnichannel marketing is key, since the typical car purchase path lasts about 60 days and includes 24 touchpoints, 19 of which are digital. It also argues that the automotive sector's deep data can improve each stage of the journey and revenue models by delivering the right message on the right device and channel, increasing ROI. This content was originally published in RetailTechNews.

Ohio Car Dealer Takes Digital Video Ads For A Test Drive

An Ohio car dealer, Ricart Automotive, is expanding its use of digital video advertising alongside traditional TV. The dealership allocates about 40% of its marketing to TV and 60% to digital channels (video, search, social, and online). Ricart plans to raise social spend from roughly 5% to 15–20% this year due to video capabilities and cost advantages on platforms like Facebook. The approach aims to strengthen branding while supporting mid- to bottom-funnel marketing, with a focus on faster post-buy attribution. Ricart uses PureCars for digital buys, and Raycom Media acquired PureCars for $125 million to better integrate online and TV spend. In a test, a national Raycom ad during the Camellia Bowl featuring Arnold Schwarzenegger reached 1.4 million people, with 2,500 visiting Ricart Auto’s site. Ricart is also piloting online car sales via AutoFi, signaling a move toward ecommerce in used-vehicle marketing.

Raycom’s Digital Platform PureCars Helps Local Dealers Think Like National Advertisers

Raycom Media’s acquisition of PureCars for $125 million in November 2015 is described as a move to help local auto advertisers act like national brands by integrating digital targeting with television. Raycom operates 51 local TV stations in 19 states with NBC, CBS, and ABC affiliates, covering about 13.2% of US households. PureCars connects upper-funnel TV advertising on Raycom networks to search, pre-roll video views, and lower-funnel Facebook marketing, enabling more precise, data-driven campaigns for local dealers. The platform allows targeting down to VIN level based on user intent and supports synchronization of TV buys with keyword bidding and Facebook targeting. Raycom notes access to both third-party data from PureCars and Raycom’s own first-party data, signaling a move toward a more competitive, data-informed combined offering.