I think it is not about will KBB become next AutoTrader or anything like that. Who ever wants to do this business has to maintain big sales team (like AutoTrader, cars.com or any other in this business) but KBB, from what I see wants to leave those guys do their business but just wants to leverage own business. Who wants to buy leads can get them from KBB... if you want them join to KBB Trusted Marketplace even AutoTrader could start buying leads from KBB in a minutes...
Wide array of inventory providers is great thing... the same car can be listed at AutoTrader, CarsCom, CarsDirect or directly from dealership or via God knows which service but the one who outbid will show up and get lead. AutoTrader has to send decent amount of leads to their dealers to keep them happy and keep their accounts so when they need they can spend some dollars at KBB and send their unsatisfied dealers leads and keep them happy... buying traffic in bulk like earlier was most profitable option for autotrader and now time has changed they have to compete with everybody on the individual car level to get leads and support their business.
Wide array of inventory providers is great thing... the same car can be listed at AutoTrader, CarsCom, CarsDirect or directly from dealership or via God knows which service but the one who outbid will show up and get lead. AutoTrader has to send decent amount of leads to their dealers to keep them happy and keep their accounts so when they need they can spend some dollars at KBB and send their unsatisfied dealers leads and keep them happy... buying traffic in bulk like earlier was most profitable option for autotrader and now time has changed they have to compete with everybody on the individual car level to get leads and support their business.
