Dealer Online Marketing

What Dealer Online Marketing does

Dealer Online Marketing, operating as Dealer OMG (legal entity Overdog LLC), is a U.S. digital marketing agency and technology company that focuses exclusively on paid social advertising and audience-driven marketing for automotive dealerships. Founded in 2016 in Austin, Texas, by former Facebook/Meta employees Andrew Street and Keith Turner, the company serves more than 300 franchise and independent dealerships across the United States through a remote-first team of 11–50 people, and reports helping dealer clients scale from hundreds to over 1,000 units sold per month through its advertising programs.

The company's core technology asset is vinAMP, a proprietary marketing platform that ingests dealer inventory and dealer management system (DMS) data — integrated via Authenticom — and combines it with real-time market insights from partners such as Polk Automotive, TransUnion, and DMV data, plus Clarivoy's Identity AI for shopper resolution. vinAMP powers the company's two primary service lines: paid social advertising across Meta, TikTok, Amazon, and Snapchat, and Integrated Email Campaigns (launched April 2025) that extend the same audience segments to email. The platform is layered with AI-driven decision-making for targeting and creative, supplemented by a Customer Lifecycle Strategy service spanning awareness through trade-in retention.

Commercially, Dealer OMG runs a sales-led GTM with field sales representatives, business development reps, and account managers, complemented by the Fortellis App Marketplace integration (April 2025) and the Meta Preferred Automotive Partner channel. Revenue is primarily recurring service fees capped at 35% of each client's monthly advertising investment, data fees capped at 5% of allocated media spend, and a one-time setup fee capped at $200. The company is bootstrapped and founder-led (Street as CEO, Turner as COO, Dave Lemmon as CRO since February 2025), holds Meta Preferred Automotive Partner status, and was recognized on the Inc. 5000 list of America's fastest-growing private companies in 2022.

Name

Dealer Online Marketing

Legal name

Overdog LLC

Website

https://dealeromg.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Dealer Online Marketing (Dealer OMG) is an Austin-based, bootstrapped digital marketing agency and technology company that provides AI-powered paid social advertising and integrated email campaigns exclusively to U.S. automotive dealerships through its proprietary vinAMP platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Digital Advertising Services: Service fees for managing paid social advertising campaigns for automotive dealerships. Service fees are capped at 35% of total monthly investment for each product/service offering. Data fees for first-party DMS implementation and third-party data utilization are capped at 5% of allocated media spend. One-time setup fee not to exceed $200 per client.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Dealer Online Marketing runs paid social advertising campaigns for automotive dealerships through its proprietary vinAMP platform, which integrates dealer inventory and DMS data with real-time market insights and AI-driven decision-making to deliver precision-targeted ads across Meta, TikTok, Amazon, and other social channels. The company pairs this with an Integrated Email offering and a Customer Lifecycle Strategy service that walks dealerships through awareness, purchase, service retention, and trade-in stages. Revenue is generated via service fees, with marketing delivered as a managed-service subscription for U.S. franchise and independent dealers.

Product overview

Dealer Online Marketing operates as a digital marketing technology and service firm offering a platform-plus-services model. The core offering is vinAMP, a proprietary marketing platform that integrates dealer inventory and DMS data with AI-driven targeting. This platform powers two primary service lines: Social Ads (paid advertising across Meta platforms, TikTok, Amazon, and more) and Integrated Email Campaigns (multi-channel extension of the same audience targeting). The company also provides strategic services including Customer Lifecycle Strategy and educational content through its blog and podcast. The portfolio is unified by the vinAMP technology layer, which activates first-party dealer data to enable precision targeting across all channels.

Differentiator

Problem solved

Functional benefit

Brands

• vinAMP: Proprietary marketing platform that seamlessly integrates dealer inventory and DMS data with real-time market insights to drive smarter, more effective advertising using advanced automation and AI-driven decision-making.
• Word on the Street

Products and services

• vinAMP Platform Proprietary marketing platform that integrates dealer inventory and DMS data with real-time market insights to power AI-driven paid social advertising for automotive dealerships.
• Social Ads Managed paid social advertising service for automotive dealerships running campaigns on Facebook, Instagram, WhatsApp, TikTok, and Amazon with precision targeting powered by vinAMP.
• Integrated Email Campaigns Email marketing service that complements paid social advertising by targeting the same audience segments with personalized messaging across the customer lifecycle.
• Customer Lifecycle Strategy Strategic service ensuring dealerships connect with customers at every lifecycle stage from brand awareness and engagement through purchase, service retention, and trade-ins.

Quantifiable outcome

• Helped dealers grow from hundreds to over 1,000 units per month
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Fortellis App MarketplacecoreTechnology or Integration · 2 April 2025Integration with Fortellis App Marketplace enabling Dealer OMG to offer its digital advertising solutions through CDK Global's dealer management system ecosystem.
• Clarivoy Identity AIcoreTechnology or Integration · 3 May 2023Industry-first integration of Clarivoy's Identity AI technology into Dealer OMG's vinAMP platform, delivering new shoppers and higher ROI for dealers through AI-powered identity resolution.
• Meta Business PartnercoreTechnology or IntegrationMeta Preferred Automotive Partner status, enabling access to enhanced advertising tools, priority support, and co-marketing opportunities within Meta's automotive advertising ecosystem.
• TransAmericaminorOthers401k retirement planning provider with employer matching for Dealer OMG employees.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Digital Air Strike: Digital Air Strike is a social media, customer engagement, and reputation management platform for automotive dealerships. It overlaps directly with Dealer OMG on social advertising and customer lifecycle marketing.
• Friendemic: Friendemic is a social media marketing and reputation management company focused on the automotive industry, offering paid social, content, and review services. It targets the same dealer vertical with a similar social-first playbook.
• PureCars: PureCars is a digital marketing and analytics platform purpose-built for automotive dealerships, offering paid media, VIN-level targeting, and attribution. It is the closest direct peer to Dealer OMG's vinAMP-led social advertising model.
• Dealer Inspire: Dealer Inspire (a Cars.com company) provides digital marketing, websites, and advertising specifically for auto dealers, including paid media management. It competes head-to-head with Dealer OMG for dealer marketing budgets.
• LotLinx: LotLinx is an AI-driven digital marketing platform for automotive dealers that automates paid media buying and VIN-level inventory advertising. Its inventory-feed-driven approach to dealer paid media is highly comparable to Dealer OMG's vinAMP methodology.

Broad incumbents

• Cox Automotive: Cox Automotive is the parent of Dealer.com, AutoTrader, VinSolutions, and other dealer technology and marketing assets. It represents the largest scaled incumbent in dealer digital marketing and competes with Dealer OMG through its portfolio of products.
• AutoTrader.com: AutoTrader.com (Cox Automotive) is one of the largest automotive marketplaces and offers dealer marketing and advertising products at scale. It competes with Dealer OMG for dealer marketing dollars through broader portfolio offerings.
• Cars.com: Cars.com operates a leading automotive marketplace and, through Dealer Inspire, sells digital marketing services to dealers. It is a broad incumbent with deeper capital and audience data that competes for the same dealer marketing wallet.
• Dealer.com: Dealer.com (a Cox Automotive company) is a long-established provider of websites, digital marketing, and advertising for auto dealers. As a broad incumbent, it bundles social advertising with website, SEO, and inventory solutions, competing with Dealer OMG on enterprise accounts.

Emerging players

• Yelp for Automotive / DealerRater: DealerRater (a Cars.com brand) focuses on dealer reputation, reviews, and customer experience marketing. While narrower than Dealer OMG's full-stack paid social offering, it addresses overlapping parts of the dealer marketing stack and competes for budget.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC4F92gPxZynWlzw20j-jy9A
• Facebookfacebook.com/DealerOMG
• LinkedInlinkedin.com/company/dealer-omg
• Instagraminstagram.com/dealeromg
• Xx.com/DealerOMG

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dealer Online Marketing