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You are 100% Correct, and Iheart is junk, I have seen first hand the amount of traffic they drive to a VDP, and the budget they use to do so. They also offer no VIN level reporting, by spend. With LotLinx you at least know exactly what you spent on every car every month, and we do that for every vendor you use to sends traffic to your website and that part we offer for free. Every time I onboard someone on iHeart onto this free tool its EYE opening to say the least, handful of cars waste 80% of the budget and usually those are the cars organically getting found. Its comical really the claims they make.