Carl Matter, Director of Ad Tech Performance at Urban Science, spends his days inside the most data-rich consultancy in automotive advertising. Urban Science knows what cars sold, where, updated daily, straight from the manufacturers.

So why is an industry spending billions still grading itself on website visits?

In this episode Carl explains why the technology stopped being the excuse years ago, what actually happens when you retrain a programmatic system on verified vehicle sales instead of clicks, and the uncomfortable answer to whether any national brand tracks a tier one impression all the way down to a car leaving a dealer lot.

He also tells the story of running his own team through a client's "request a quote" form. Nineteen separate contacts with the dealer. They never got a quote.