Edmunds builds industry's fastest sponsored car listings ad platform
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Edmunds builds industry's fastest sponsored car listings ad platform

The innovative car search marketplace launches a high-margin ad platform


revenue growth


Fast response times


Faster launch vs from scratch

What Edmunds Wanted

Edmunds is an American online resource for researching new and used cars, with over 16 million page views a month.

As they grew, Edmunds realized they had an untapped revenue opportunity: sponsored car listings — whereby dealerships and manufacturers could pay to promote their cars on their site. Unfortunately, trying to build it on Google Ads Manager didn't work, and they didn't have the time or resources to build the ad platform entirely from scratch.

So Edmunds turned to Kevel's ad serving APIs. They outsourced the complicated, commoditized parts of ad serving to Kevel — like reporting, targeting, and decisioning — and instead focused their efforts on ad strategy, user feedback, and front-end work.

Within a few weeks, Edmunds had launched a high-revenue sponsored car listings platform that also increased stickiness with their dealers and vendors.

edmunds ads

Car manufacturers can now pay to promote their listings

These sponsored listings blend in, providing great user experiences, while also employing pricing optimizations so that the listing that'll drive the most revenue gets shown.

  • 30% growth in revenue
  • Increased vendor and dealer stickiness
  • Contextual and search targeting ensures relevance

With Kevel we built an innovative sponsored listings ad platform that put us ahead of our competitors.

Director of Ad Engineering, Edmunds

Full backend, server-side integration

All of the Kevel-powered sponsored listings are white-labeled and the decisions are requested server-side — giving Edmunds total control over how the promotions are displayed.

  • Kevel-powered listings look just like standard listings
  • Edmunds built this bespoke platform in just weeks
  • API response times as low as 35ms, even at scale
curl -H 'Content-Type:application/json' \
  -X POST \
  -d '{"placements":[{
  "user":{"key":"abc"}}' \
{ "user": { "key": "abc" },
  "decisions": {
    "div1": {
      "adID": 1234567,
      "creativeID": 7654321,
      "flightID": 9876543,
      "campaignID": 3456789,
      "clickURL": "https://e-123.kevel.co...",
      "imageURL": "https://e-123.kevel.co...",
      "height": 250,
      "width": 300,

If you're fine with standard programmatic ads, use Google. For everything else, use Kevel.

Director of Ad Engineering, Edmunds

Kevel App

Automation made everyone happier

Edmunds uses Kevel's UI and Management APIs to automate the appending of tracking pixels to each Kevel ad. This saves countless hours compared to doing it manually

  • 90% automation of ad creation

Kevel's APIs helped us build the fastest, most innovative ad product in our industry.

Director of Ad Engineering, Edmunds

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