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Build the brand familiarity that drives auto consideration

New research from The Trade Desk Intelligence shows that consistent, early brand exposure drives consideration and keeps auto brands top of mind when purchase decisions matter most.

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2026 Auto Report - The Trade Desk Intelligence

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Most auto purchase decisions are shaped well before a buyer types a single search query. New research from The Trade Desk Intelligence and PA Consulting, based on insights from 1,500 U.S. consumers planning to buy a vehicle, finds that two-thirds of shoppers begin forming their consideration sets before active shopping starts. 

Brand familiarity and trust accumulate over months and years of passive exposure — and the brands that earn a place in that early window are the ones most likely to make the short list. This report unpacks the research behind the priming stage, makes the case for always-on, omnichannel brand-building, and offers auto marketers a framework for reaching buyers early and staying relevant when it matters most. 

Fast facts about the modern auto purchase journey

%
of prospective auto buyers are undecided on the brand they want before shopping begins
%
of respondents surveyed say that open internet sources influenced brand consideration
%
turn to the open internet first to learn more about brands when active shopping starts
The Trade Desk Intelligence and PA Consulting, Auto Priming Journey, U.S., n=1481 Auto Intenders in Next 12 Months, Nov. 2025.

Download the report below to understand the keys to unlocking long-term brand familiarity.

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