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Audience Targeting

Increases the cost-efficiency of my advertising spend by connecting my messaging with more relevant shoppers wherever they go – on KBB

How It Works

Users visit KBB and are categorized into audience segments based on their interests, which are determined by their previous KBB content consumption/interactions.

These users are recognized by anonymous cookies and targeted with relevant ads to their interests when we find them on KBB pages or sites with available ad impressions.

Advertisers purchase the ad impressions segmented by behavior (not the data).

Audience Targeting is available in IAB universal ad sizes at this time: 160×600, 300×250, 728×90 (impressions rolled up across sizes)


Ad Size 160x600, 300x250, 728x90 (impressions rolled up across sizes)
Ad Serving Third Party
Advertising Opportunity Regional
Audience Auto Shoppers (All Intents)
Ad Type Display, Standard IAB
Platform Desktop, Tablet
Marketing Objectives Awareness, Consideration
Program Goals BT, Conquesting, Custom Segments, Retargeting
Availability 2020, 2019

Business Rules

Last updated: October 8, 2019

Reference individual ad product rules for these ad slots:

  • Featured Content Tab: Audience Targeting
  • Smartphone Audience Targeting

2020 Audience Targeting/Personalized Shopper Profiles & Run of Business Rules Details

  • Inventory will run at Priority 8 along with audience targeting/run of
  • We are no longer doing “Audience Premium/Price Priority” for Audience Targeting
  • Can be added to “plus-up” any package, but it will not be pre-inserted into packages like previous years

2019 Audience Targeting/Personalized Shopper Profiles & Run of Business Rules Details

Impacts both brands, Autotrader and KBB

When Purchased in Upfront w/ Packages

  • Business Rules Ad Type; guaranteed delivery
  • This includes package inventory and retention specific buys
  • Audience Targeting within 2019 Packages is noted as Audience Premium

After Upfront Remaining Package Inventory

  • Will be available for purchase

When Purchased a la Carte

  • Business Rules Ad Type; non-guaranteed, subject to price competition
  • Recommended for our clients that are set-up to transact programmatically to purchase inventory in real-time via Autotrader/KBB programmatic
  Audience Targeting Desktop/Tablet IAB, Mobile MMA
Also Known As BT Onsite, Smartphone BT, Mobile Behavioral Targeting, Mobile BT, BT Toolbar
Primary Ad Product Point of Contact Unassigned, reach out to Ad Product Team
Funnel Lower Funnel
Upper Funnel
Supersection Used
Platform Desktop

All available pages

Segments Custom segments available
Duration 1 month
Ad Type Standard, Non-exclusive: less than 100% of available impressions
Geography National
Ad Serving Third Party
Ad Size

The following sizes apply:

  • 300x250
  • 728x90
  • 300x50
Lead Time 5 business days
AB+ Pre-defined
  • KBB | 2020 Packages | Pre-Defined | Audience | BT
Ad Book Product Name
  • KBB | 2020 Audience | Onsite | Standard | BT | Desktop | FCT (120×240)
  • KBB | 2020 Audience | Onsite | Standard | BT | Desktop | Leaderboard (728×90)
  • KBB | 2020 Audience | Onsite | Standard | BT | Desktop | Mrec (300×250)
  • KBB | 2020 Audience | Onsite | Standard | BT | Mobile | Mrec or MMA (300×250, 300×50)
  • KBB | 2020 Audience | Onsite | Standard | BT | Mobile | Native Text Link (320×50)
Ad Book Product Name Upgrade
Ad Priority Standard
Bundling Requirements None
Block List Applies? Yes
Advertiser Priority Order Tier 1
Collapse When Unsold? Yes