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August 4, 2026 · 11:00 AM ET
Andrew Reutsky, ORCID iD icon Marina Sorokina and Nadya Bel

Automotive Retail Advertising in Crisis:
Overlooked Liquidity Lever

New research finds that 65% of automotive retail advertising spend lacks a defensible trail to profit and introduces a transparent Banner-VIN-Profit attribution model to connect individual ad banners to Profit & Loss via VIN-level traceability, transforming "systemically wasteful" advertising into a liquidity lever amid economic volatility.

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