New ad tech automates messages for Lithia

She added that Lithia is the first customer to license the new Alexia+ technology, which will be available to other automotive companies and their ad agencies.

The previous version of Constellation’s software-as-a-service technology, called Alexia, launched about three years ago and allowed automotive marketers to automate social media campaigns on Facebook and its adjacent properties, including Instagram. Alexia offers a feature called dynamic creative optimization, which Lee said customizes and mass-produces creative content based on local incentive offers and inventory.

Alexia+ offers the dynamic creative feature and expands the reach of marketing messages beyond Facebook to include email blasts, display ads and website banners, Lee said.

Lithia allowed Constellation to look inside its processes and build technology that could plug into its systems, including inventory, marketing and creative content built in-house, Dobry said.

It can accommodate multiple local incentive offers that can vary by store and market. In the past, Dobry said, the ability to quickly target messages to pickup or electric vehicle buyers, for instance, had been affected by limited resources.

“Now you’re not as limited, so we can do a lot more of these things,” he added.

Lithia retailed 180,532 new vehicles and 170,423 used vehicles in 2019.

Constellation, founded in 2016, has offices in New York and Los Angeles. This year, it was named to the Inc. 5000 list of fastest-growing private companies for the first time, ranking No. 65.

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