US car shopping site Edmunds.com will use Krux data management to deliver audience-driven advertising across devices.

Research claims 59 per cent of the country's car buyers use the site with more than half of visits resulting in a purchase. The move will take it to an increasingly data-driven future.

After testing programmatic waters in 2014, the company is forging ahead on plans to expand its advertising and content capabilities with Krux. Chief executive Avi Steinlauf says it will be possible to identify audience segments at any level of specificity based on past, real time, and/or predictive data. "We now have the ability to deliver highly customised audience packages to auto maker and dealership partners and even enable them to overlay their own data."

Edmunds.com claims nearly 18 million visitors each month, delivering instant, upfront prices for cars and trucks currently for sale at 10,000 dealer franchises across the USA. Based in Santa Monica, it is also active on Pinterest, LinkedIn, Instagram, and Google+ and Flipboard.