Dealerships using CDK Global websites will gain inventory exposure on shopping site CarGurus, while being able to funnel personalized ads to consumers who previously visited the platform thanks to a new collaboration between the two companies.
The "strategic relationship" was announced Wednesday.
CarGurus says it draws over 23 million unique monthly users and serves more than 23,000 new- and used-car dealerships. It has more than 5 million light-vehicle listings.
CDK says it will take advantage of "anonymized" and "aggregated" CarGurus data that will enhance the dealership software giant's ability to create personalized shopping experiences and cross-site consumer behavior attribution.
CDK said dealerships will have the opportunity to send targeted, personalized content to shoppers on their sites who previously visited CarGurus, even if the consumers never viewed any specific cars on the store sites.
The collaboration gives dealers using CDK websites a better understanding of "anonymous in-market consumer behavior across the CDK website ecosystem, the CarGurus.com website, and manufacturer, regional and group websites," CDK said.
"We are excited to be able to offer our dealers more leads and more inventory exposure through CarGurus based on our new integration," said Max Steckler, product officer of consumer facing products for CDK Global, in a statement. "The CDK Customer Cloud becomes that much more powerful in being able to deliver more targeted and personalized messaging with the addition of CarGurus data."