A Q&A with The Trade Desk

In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in adtech. Today’s interview is with Marissa Audia, Sr. Director of Business Development, Advertiser at The Trade Desk.

The Trade Desk

In her current role on the advertising team, Marissa supports some of the company’s most strategic Automotive advertisers globally. 

Driven by curiosity and idealism, Marissa joined The Trade Desk in 2023 to support the mission to transform the open internet and redefine how the industry measures value and impact. Born and raised in metro-Detroit to a father in the Automotive industry and mother in Advertising, one might say Automotive Advertising is in her blood. 

Prior to the Trade Desk, Marissa held various buy and sell side roles across the industry, including leading strategic client partnerships at PlaceIQ, building the Automotive vertical at IZEA, and streamlining global retail media strategy at General Motors.

Here are five key takeaways from Marissa's insights on automotive advertising:

  • Comprehensive Consumer Data: Critical for precise targeting and understanding consumer behavior, leading to more effective campaigns.
  • Impact of Electric Vehicles: Shifts in consumer preferences require updated marketing strategies to stay relevant.
  • Enhancing Campaign Performance: Using vehicle sales data helps align marketing efforts with actual purchasing behavior, ensuring timely and relevant campaigns throughout the consumer journey.
  • Navigating Cookieless Environments: Developing strategies that maintain performance without relying on cookies is essential.
  • Cross-Channel Consistency: Delivering seamless experiences across all channels enhances marketing effectiveness.

Read the Q&A:

Please click on the topics below to navigate our conversation with Marissa.

Why is automotive consumer marketing data crucial for targeted advertising?

Automotive is a unique category because it involves one of the most expensive purchases people will make in their lifetime, combined with a long purchase cycle and significant emotional influences. Introducing Electric Vehicles (EVs) has added to the complexity, further fragmenting Original Equipment Manufacturer (OEM) marketing strategies and budgets. Marketers now need to support existing Internal Combustion Engine (ICE) vehicle sales while driving demand for new EVs simultaneously.

Currently, more than 50 EV models are available in the U.S., ranging from the low $30,000s to over $400,000. Many consumers still hesitate to consider EVs due to cost concerns, range anxiety, and other factors. How can today’s automotive marketer address that fragmentation to not only drive business results, but drive them with as little waste as possible?

Imagine if every media impression and associated creative was valued and delivered based on whether the person was in-market, the vehicle they currently own or lease, their budget, and any predisposed brand or model perceptions. This is where automotive consumer marketing data becomes crucial.

At the center of the AI revolution and the rush to develop marketable solutions for a cookieless future lies the common need for durable, differentiated data sources. The Trade Desk's objectivity and an expansive marketplace of third-party data partners like Experian equip auto marketers with the tools to navigate these complexities efficiently and effectively.

woman with car
The Trade Desk company logo

About our partner, The Trade Desk

The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices cross the open internet on channels including audio, digital out of home, mobile, display and Connected TV. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit  thetradedesk.comThe Trade Desk Auto Case Studies, or The Current

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