Know who. Know where.

Vehicles in operation, lease maturities and replacement timing by ZIP set each cell's weight and the store it points to: a RAV4 lease ending in four months near Town and Country Toyota in Charlotte, an eight-year-old X5 near Momentum BMW in Houston.

Visits to competing franchise dealers, used-car superstores and online retailers' pickup sites show which areas are shopping right now. The model refreshes weekly, so weight follows live demand.

Each layer runs as a PMP or PG audience across CTV and OTT, local linear, online video and display, with creative routed to the nearest Sonic dealership or EchoPark store.

Placer counts incremental visits to Sonic showrooms, service drives and EchoPark stores against holdout areas that don't run, so every layer and market ends with a cost per incremental visit.

Polk conquest households near lease-end, Sonic owners due to replace, and EchoPark shoppers seen at competing used-car retailers in the last 30 days, all inside Sonic and EchoPark trade areas.

January 4 through March 31, covering lease-end season, Presidents Day weekend, the tax refund season that drives used-car demand, and the Q1 close.

Incremental visits to Sonic dealerships and EchoPark stores from Placer against holdout areas, read by layer, market and brand, from Houston and Los Angeles to Nashville, Atlanta and Charlotte.

$250K to read all three layers in Texas, or $500K to $1M to scale across every Sonic and EchoPark market. Bought as PMP and PG deals.