Previously, GM began an unpaid, yearlong pilot of the program but, in September, KBB began running the incentives with a paycheck from the automaker.
Cox Automotive Media Group, which owns KBB and AutoTrader, said the data it gathers can create special offers for specifics consumers to create showroom traffic for an automaker.
“What we want to do is provide them with information and enable their capabilities and strategies within our sites,” said Jared Rowe, president of Cox Automotive Media Group. “We’ve got eyeballs; we’ve got consumers. We can help them influence consumers to the benefit of the consumer and the benefit of the advertiser.”
Offers may range from a $50 gift card to test drive a particular vehicle, or be as large as $2,000 off the purchase of a new vehicle. Though, Rower says the smaller incentives tend to drive the best results.
Cox said it already has a second automaker lined up to begin using the service.