Dealers United

Dealers United

Dealers United is an automotive marketing company that provides digital advertising, search marketing, inventory advertising, SEO, Generative Engine Optimization (GEO), email marketing, streaming TV, and marketing attribution services for automotive dealerships and dealer groups.

Founded in 2010 and headquartered in Sarasota, Florida, Dealers United has evolved from a dealer-focused buying and vendor network into a full-service automotive marketing company with proprietary advertising technology.

What Does Dealers United Do?

Dealers United helps automotive dealerships manage and measure marketing across multiple channels. Its services include paid search, paid social, inventory advertising, SEO, AI search optimization, email marketing, streaming media, and traditional media.

The company focuses heavily on connecting advertising activity with dealership sales data. Rather than reporting only impressions, clicks, and leads, Dealers United promotes measurement based on influenced vehicle sales and cost per vehicle sold.

Digital Advertising

Dealers United manages automotive advertising across platforms that include Google, Meta, Instagram, TikTok, Snapchat, Pinterest, and Reddit.

Its inventory advertising services use dealership inventory feeds to create and update vehicle-specific campaigns. Inventory changes can be synchronized with advertising campaigns as vehicles enter or leave inventory.

Dealers can use these campaigns for new vehicles, used vehicles, specific models, vehicle groups, and aging inventory.

InventoryIgnite

InventoryIgnite is Dealers United’s inventory advertising solution.

The product gives dealerships more control over which vehicles receive advertising spend. Dealers can create groups based on factors such as model, body style, or inventory age and direct advertising toward selected vehicles.

InventoryIgnite includes VIN-level advertising and reporting, inventory feed synchronization, Google Vehicle Ads, Meta inventory advertising, geographic targeting, and sales attribution.

Dealers United also promotes a feature called VIN Spend Lock. It is designed to prevent advertising algorithms from concentrating too much of a dealership’s budget on vehicles that already receive high levels of engagement.

BuyerBridge

BuyerBridge is an advertising technology platform developed by Dealers United.

The platform supports campaign management, inventory advertising, reporting, and attribution across multiple advertising channels. Dealers United uses BuyerBridge within its managed marketing services, and the platform is also licensed to other marketing agencies.

BuyerBridge gives Dealers United a proprietary technology layer in addition to its agency services.

Search Engine Marketing

Dealers United provides automotive search engine marketing services that include Google Search campaigns, Google Vehicle Ads, Performance Max, keyword targeting, audience targeting, bidding management, and campaign optimization.

SEM campaigns can be combined with inventory advertising and dealership sales data to measure performance beyond clicks and leads.

Automotive SEO

Dealers United provides SEO services specifically for automotive dealerships.

Services include technical and on-page optimization, local SEO, content strategy, off-page signals, and search visibility improvements.

SEO can be used as part of a broader Dealers United strategy that combines organic search with paid search and other advertising channels.

Generative Engine Optimization

Dealers United also offers Generative Engine Optimization, commonly called GEO.

GEO focuses on improving dealership visibility within AI-powered search and answer systems such as ChatGPT, Google AI experiences, Microsoft Copilot, and Claude.

The service focuses on the information and third-party signals that AI systems can use when generating answers about dealerships, vehicles, and local automotive businesses.

Social Media Advertising

Dealers United manages dealership advertising across major social and discovery platforms.

Supported platforms include Meta, Instagram, TikTok, Snapchat, Pinterest, and Reddit.

Campaigns can use dealership inventory feeds to create dynamic vehicle advertising and can target shoppers based on location, audience characteristics, and shopping behavior.

Email Marketing

Dealers United provides dealership email marketing campaigns for new and used vehicles, service promotions, trade-in campaigns, seasonal promotions, and other dealership offers.

Campaign audiences can be selected using geographic markets such as ZIP codes and DMAs.

Streaming TV and Traditional Media

Dealers United offers connected TV and OTT advertising in addition to digital advertising.

Campaigns can reach audiences through streaming environments such as Hulu, Peacock, ESPN, and Discovery+. Dealers United also provides broadcast television and radio advertising services.

This allows dealerships to combine search, social, inventory, streaming, and traditional advertising through one marketing provider.

Reporting and Attribution

Measurement and attribution are major parts of the Dealers United offering.

Dealers United combines advertising engagement with dealership sales information to identify sales that were influenced by marketing campaigns. Reporting can include cost per influenced sale in addition to standard metrics such as impressions, clicks, leads, and advertising spend.

The company uses BuyerBridge as part of this reporting and attribution system.

Dealers United Pricing

Dealers United does not publish a standard public price list.

Pricing depends on the services selected, dealership market, advertising requirements, and number of rooftops.

Dealers United states that its management fees use a flat-fee structure rather than charging a percentage of dealership advertising spend. Media budgets are separate from management fees.

Dealerships must contact Dealers United for current pricing and proposals.

Who Uses Dealers United?

Dealers United primarily serves franchise automotive dealerships and dealer groups in the United States and Canada.

Public Dealers United case studies include dealerships representing brands such as Ford, Toyota, Chevrolet, Honda, Mazda, Subaru, Chrysler, Dodge, Jeep, Ram, and GMC.

The company has published dozens of dealership case studies covering paid media, inventory advertising, SEO, and broader marketing strategies.

Company History

Dealers United was founded in 2010 by Matt Buchanan and Jesse Biter.

The company’s original model focused on bringing dealerships together to evaluate automotive vendors and use their combined purchasing power. It later expanded heavily into automotive digital advertising.

In 2018, Dealers United acquired automotive video company What’s Next Media.

The company continued to expand its advertising technology and developed BuyerBridge. It later added services such as SEO, SEM, streaming media, and Generative Engine Optimization.

Brian Malsom became CEO of Dealers United in 2024.

Dealers United Products and Services

Dealers United currently provides services across automotive marketing and advertising technology, including paid search, social advertising, inventory advertising, SEO, GEO, email marketing, streaming TV, broadcast media, attribution, and campaign reporting.

Its notable technology products include InventoryIgnite and BuyerBridge.

Because Dealers United combines managed marketing services with proprietary advertising technology, it operates as both an automotive marketing agency and an automotive advertising technology provider.