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Partners to Profile Auto Buyers
Shopping site network Autobytel has partnered with online audience measurement specialist Aperture, to offer auto brands and content publishers insight into the intent and profile of prospective car and truck buyers.
 Aperture's audience data platform combines household-level information with analysis of online consumer behavior, to help advertisers identify, reach and measure online target audiences.
The partnership will combine 'auto-intender' market data from Autobytel's network of shopping web sites, with Aperture's online consumer analytics. This, the firms say, will enable brands to translate actual consumer shopping and media behavior insights into real-time campaign optimization, as opposed to relying on self-reported, historical survey or cookie data.
'Until now, the majority of automotive brands have targeted automotive buying audiences based on limited information,' states Scott Knoll, General Manager for Aperture. 'Our new measurement solutions enable brands to optimize campaigns based on discrete audience understandings that simply cannot be revealed by limited, inferred data.'
Web sites: www.autobytel.com and www.datranmedia.com/aperture .
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