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Auto brands disrupt the competition across digital channels — from brand sites to Google and YouTube — at various touchpoints during the long and often fragmented auto purchase process. Although many brands have excluded competitors from comparison tools, others have built head-to-head comparison content to act as landing pages for competitive ad buys. Brands have also expanded the scope of their targets on Google search, bidding on the branded keywords of competitors outside of their immediate price point in an effort to alter consumers’ perceptions.