OpenX Advertising for Car Sales Leads

An independent exchange selling publisher and app display, video and connected TV inventory to buying platforms, with curated deals for your zone.

OpenX is an independent sell side platform, an exchange through which publishers, apps and streaming services sell display, video and connected television inventory to buying platforms, with curated deals assembled by audience, content or format, identity tools for a world without cookies, and a stated commitment to sustainability in its infrastructure. It sells to buying platforms and, through deals, to agencies rather than directly to a single store.

For a dealership that means one of the exchanges behind the inventory its buying partner reaches and curated deals a partner can activate for the store's zone, such as automotive intenders across publishers and apps or connected TV on chosen services. It is infrastructure a store benefits from rather than a place it advertises.

A store benefits from OpenX when its buying partner uses its curated deals to reach publisher, app and connected TV inventory in the zone efficiently, with identity tools that work without cookies. For a group buying at scale, it is one of the exchanges behind the plan.

The honest objection is that it is infrastructure a store never sees, bought through a platform or a partner, that programmatic reads through branded search over weeks, and that the value depends on the buying partner's skill. It is listed because it is part of how the destinations here are reached.

For the broader case for this kind of channel, Programmatic Display Advertising for Dealers covers it without repeating what is here.

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OpenX fits dealer groups and agencies buying programmatically at scale, and any dealership whose buying partner uses its deals. It fits less well as anything a single store buys directly.

OpenX is bought through buying platforms and media partners rather than a self serve console, and LeadLocate reaches it for your dealership that way. Ask for it from the Advertising Networks page in the CRM and our team arranges the placement for your store, through a buying partner or an order placed in your dealership's name, with the geography set to the market you sell in. If your dealership or your agency already holds a seat on a platform that carries OpenX, we can work through that instead. Either way the campaign is planned from the same Leads Manager selections as every other channel you run with us, and it reports into the same place.

An OpenX routed lead reaches the CRM as a click from a display or video placement to a LeadLocate lead page or a vehicle page, a branded search during a connected TV flight, or a direct inquiry, attributed directly for the clicks and over weeks for the rest, with the campaign on the record.

Once it is in the CRM the channel stops mattering and the process takes over. The lead shows its source and campaign, the pre screening answers you asked for in Leads Manager, and it routes by the distribution rules you set, to a person or a rotation. Automated first contact, by text, email or a scheduled call, is optional and configurable. If the store's process lives in another CRM, Instant Push forwards each lead there by ADF on arrival, and the subscription price is the same either way. Expect a mix: shoppers who name a vehicle and shoppers who name a budget, both of them worth a call, as what to expect from car sales leads sets out.

The point of running OpenX through LeadLocate is not OpenX. It is that OpenX becomes one more line in a system that already holds everything else. Leads Manager is where the campaigns are planned, whatever the channel: the zone, the campaign type, the questions a shopper answers, the creative. The CRM is where the leads land, are distributed, are worked by text, email, call and voicemail drop, and are reported on in the activity, company and management reports. A store that adds OpenX does not add a login, a report or a vendor to chase; it adds a source. The same is true of the dozens of other channels on the advertising channels page, which is the list the CRM itself shows a dealership under Advertising Networks.

That matters more than it sounds. Most stores do not fail at advertising because a channel was wrong; they fail because the leads from the third and fourth channels never got worked, since nobody was watching that inbox. One inbox, one set of distribution rules and one follow up process is what makes a fourth channel worth adding at all, and the same reporting is what lets a manager see, in one place, which channel is earning its budget this month and which one is not.

For an agency buying programmatically for dealership clients, OpenX's curated deals and identity tools are one route to publisher, app and connected TV inventory, and connecting each store's LeadLocate CRM shows the leads each rooftop's plan produced.

If an agency runs OpenX for your store today, nothing about that has to change. The agency connects the account it already manages, or requests the placement through us, and the leads flow into your LeadLocate CRM where your salespeople work them and your managers can see the follow up. The agency sees the same reports you do. For the agency, the appeal is practical: one platform for every channel and every client instead of twenty consoles, a real CRM behind the campaigns without having to build or license one, and a lead flow from the webXintel Ads Network it can offer any dealership on day one. The referral program in the CRM pays agencies for stores they bring. More on the arrangement at dealer-marketing-attribution-softwareL.

Nobody drives across three states for a sedan, so the market OpenX is bought in is the market you draw. Leads Manager's zone editor takes a radius, counties or a state and hands it to every channel you run, including this one, and the reporting comes back by that zone so you can see which part of your area actually answers, which is often not the part a store expected. Groups run separate zones per rooftop; brokers and national sellers open the map up. On financing campaigns the audience is not narrowed by protected characteristics, because fair lending rules do not allow it and the controls in Leads Manager are locked accordingly. Geography and vehicle targeting stay fully in your hands.

Starting is a request, not a project. Inside the CRM, open Leads Manager, then Advertising Networks, find OpenX and click Request Connection; our team takes it from there, usually the same day. If you are not on LeadLocate yet, the platform is priced as a monthly subscription with no long term contract, and the plans on the pricing page include the webXintel Ads Network, so a store has leads coming in while OpenX is being set up. Media you buy through your own OpenX account is billed by OpenX to you. A store that already works leads in another CRM keeps doing so; the leads are pushed there by ADF at no change in price.

What happens after the request is worth knowing too. A person from our team confirms the zone, the campaign type and the pre screening questions with you, tells you plainly what OpenX does best for a store of your size and market, and sets a review date. Nothing about OpenX is a commitment beyond the media itself: if the reporting says it is not earning its budget after a fair trial, it is switched off from the same page it was switched on, and the CRM keeps every lead it produced.

Does a dealership buy OpenX?

Through a buying partner, yes. It is an exchange through which publishers and apps sell inventory to buying platforms; a store benefits when its buying partner uses OpenX's deals and identity tools well.

What is a curated deal on OpenX?

A package of inventory assembled by audience, content or format, such as automotive intenders across publishers and apps, that a buying partner activates for the store's zone.

How is the campaign measured?

By clicks from placements to the lead page and vehicle pages, branded search lift during connected TV flights and direct inquiries, reported in the CRM by week.

Can my dealership buy OpenX directly?

Yes, through LeadLocate. OpenX is sold through buying platforms and media partners, so you request it from the Advertising Networks page in the CRM and our team arranges the placement in your dealership's name. If your agency already has a seat on a platform that carries OpenX, we work through that.

Can OpenX leads go into the CRM we already use?

Yes. Instant Push forwards every lead to your existing CRM by ADF as it arrives, source and campaign included, and the subscription price does not change for it.

What does LeadLocate charge for OpenX?

The platform is a month to month subscription with no long term contract, priced on the pricing page, and every plan includes the webXintel Ads Network. The media itself is billed for the placement our team arranges, in your dealership's name. We never tie the price to a result.

Draw the market you sell in, request OpenX from the Advertising Networks page, and watch the leads land in the same CRM as everything else. No long term contract.

Prefer to talk right now? Call or text 844-376-2274.

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