Car Dealership Guy
Jason Goldberg, General Manager of Automotive at The Trade Desk, joined Car Dealership Guy’s podcast to argue that dealers pouring 90% or more of their budget into search and social are showing up too late, since 71% of the brands a car shopper will ultimately consider are already decided before a single search. Goldberg detailed how dealers in one automaker’s region pooled ad dollars into streaming TV and audio to reach the customer earlier, and made the case that building a real brand, not just chasing clicks, is what will set dealers apart as AI shopping agents start requesting quotes on their own.