Auto Co-op Programs Offset Dealer Ad Costs via Three Funding Models
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United States – October 27, 2026 -- Auto manufacturers fund dealer advertising through three co-op structures: fixed funding, percentage-based reimbursement and match programs. Under a match program, a dealer that spends $1,000 on a digital ad campaign has that investment matched by the manufacturer, according to a dealer guide from COOPABLE.
Three program formats tie manufacturer funds to sales or ad spend
Under fixed funding programs, manufacturers allocate a set amount of marketing money. Dealers claim a percentage of it, typically determined by units sold or a sales target.
Percentage-based programs reimburse dealers according to a percentage of their sales, so higher vehicle volume unlocks more claimable funds. Match programs cap manufacturer contributions at a set limit.