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This is knocking on the door of the real conversation. Advertising and visibility create traffic for Autotrader and Cars.com. Consumers do not shop at either of these sites because they are incredible at targeting down-stream "buyers" or creating a relationship. I was recently in a meeting with a Rep from one of the two previously mentioned companies and their pitch is turning much more towards the benefits of branding for the dealership rather than leads. The guy kept talking about the "grey area" of a shoppers journey. "Today some one is shopping on our site and maybe five months from now they could remember seeing your vehicle on our site end up at your dealership ready to buy..." They know their effectiveness is limited and they are trying to sell something other than leads because at the end of the day dealers and their partners are getting better at developing sources of traffic and leads while lowering the CPA. Aggregation is never going to be the answer to effective internet business. It's lowest common denominator. SO...How do we target the bottom-funnel shoppers more effectively? Moreover, how do we get them to convert?