The way in which consumers purchase cars has changed dramatically over the past decade. Consumers are leveraging a wealth of online information and social opinion to make car buying decisions long before they reach a dealership. This jeopardizes many traditional automotive retail advertising channels and makes it vital for dealerships to know which buyers are ready to make a purchase and to reach those buyers with a compelling message at that critical time. Automotive dealerships spend $10B annually on digital advertising and a dealership’s ability to leverage technology to maximize the performance of that spend will determine the winners and losers in this competitive market. This report takes a closer look into the major trends and players in the ecosystem as well as recent M&A and financing activity.