CarGurus Shifts Its Programmatic Business Into High Gear

In under two years, CarGurus transformed its display revenue strategy from one built on ad networks to one focused on high-value programmatic deals.

The auto shopping site, which attracts 12.4 million uniques a month, according to comScore, used to sell search listings and upfront sponsorships with auto manufacturers and dealers. CarGurus farmed out its display revenue sales to ad networks, so it had little control over the process.