Sincro forms automotive partnership with Facebook


Sincro wants potential vehicle buyers who are spending time on Facebook wants them to be doing more than liking pictures of friends’ pets or commenting about how the family is finding new ways for recreation at home.

The Ansira company created from the acquisition of the CDK Global Digital Marketing Business this spring announced a partnership with Facebook on Monday that introduces Sincro as an automotive vendor on Facebook’s partner integrations platform to offer vehicle catalogs to dealers.

As a result, dealers are now able to request a vehicle catalog from Sincro directly from their Facebook Business Manager, streamlining the process of creating Automotive Inventory Ads.

“We are excited to partner with a company like Sincro, that has deep roots in digital and automotive, and is focused on delivering seamless ad tech solutions to dealers advertising on Facebook,” said Bob Lanham, head of automotive retail at Facebook.

Automotive Inventory Ads are a type of dynamic ad optimized for shoppers who are in market for a vehicle. To use them, dealers must upload their catalog of vehicle inventory and include relevant details such as make, model and year. The details allow Facebook to showcase their most compelling inventory and features to those in-market shoppers, but the manual process can be time-consuming.

Sincro explained the vehicle catalog delivered by the company will automatically upload and store all of the dealer’s unique inventory data and will refresh daily within Automotive Inventory Ads.

Sincro said in a news release that dealers can expect this integration to greatly simplify inventory feed creation, vehicle catalog set-up and pixel placement, reducing the overall complexity of activating Automotive Inventory Ads.

“This partnership with Facebook is a reflection of our ongoing commitment to tech innovation in the automotive digital space,” Sincro President Jen Cole said. “Delivering turnkey ad tech solutions that create efficiencies and allow dealers to focus on their business is just one of the important ways we bring value to our customers.”

This Sincro Vehicle Catalog tool is live and dealers can use it to sync their inventory on Facebook by logging in to their Facebook Business Manager and selecting Sincro from partner integrations under the measure and report category.

Monday’s development arrived about three months after CDK Global Digital Marketing Business was rebranded as Sincro. Ansira’s agreement to acquire the company was signed on Feb. 18 and included all assets, including all advertising solutions and website services.

“The completion of the acquisition of Sincro further amplifies the breadth and depth of Ansira’s local marketing solutions, which is especially important today given the unprecedented change happening at the local level,” Ansira chief executive officer Jay Dettling said after the acquisition closed on April 22.

“Sincro’s tagline is ‘local marketing, synchronized.’ That really resonates with me as we think about how we will work together to help support our clients,” Dettling continued. “We look forward to a bright future for Sincro as they continue on their accelerated path of product development and services innovation as an Ansira company, sharing our passion for digital marketing technology solutions and services.”

Sincro has a team of more than 175 representatives in the field to call on dealers in the market, dedicated to responsiveness and a consistent quality of service. Additionally, the company’s footprint in North America and India is focused on service and support around the clock, and expands Ansira’s global presence.

Ansira is backed by Advent International, one of the largest and most experienced global private equity investors, with deep expertise in the business and financial services sector.

“Our top priority today is to help our customers navigate the impacts of COVID-19 and that immediate focus does not change,” Sincro’s Cole added at the time of the closing. “And we look forward to a strong future together with Ansira, partnering with our customers to deliver in-the-moment marketing that helps dealers maximize lifetime customer value, drive efficiency and performance across digital channels, and promote their brands, their way in their local markets.”

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