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The Automotive Industry is on track to spend an estimated 9.94 billion in advertising in 2017 with a compounded annual growth rate of 13.7% through 20201. Historically, the majority of paid advertising has gone towards traditional channels and budgets remain heavily skewed this way. As media consumption evolves to garner reach, advertisers need to avoid neglecting the lower funnel channels that are influenced by the upper funnel channels where media begins to converge.