Automotive marketing tech providers COOPABLE and Lotlinx have announced a new partnership aimed at removing one of the biggest administrative hurdles in dealership marketing: accessing manufacturer co-op funds.

The collaboration allows auto dealers using Lotlinx’s inventory marketing platform to apply eligible OEM co-op funds toward their campaigns through COOPABLE’s managed service. The result is a streamlined process designed to help dealerships launch VIN-specific digital marketing programs faster—and ultimately move vehicles off the lot more efficiently.

For dealers accustomed to navigating complex co-op reimbursement programs, the partnership promises a simpler, largely automated experience.

Removing the Administrative Burden of Co-Op Marketing

OEM co-op funds are widely used by auto manufacturers to subsidize dealership marketing campaigns. But accessing those funds often involves detailed compliance rules, extensive documentation, and manual approval processes that can slow down campaign execution.

Under the new partnership, COOPABLE will manage the entire co-op lifecycle on behalf of dealerships, including:

• Co-op eligibility approvals

• Claim submissions to OEM programs

• Compliance documentation and audit requirements

• Reimbursement tracking through manufacturer channels

By handling these tasks behind the scenes, COOPABLE eliminates the manual paperwork and follow-up typically required from dealership marketing teams.

“The co-op process can be time-consuming and nuanced, especially across different OEM programs,” said Mark W. Baruth.

“Our partnership with Lotlinx removes that burden from the dealership. COOPABLE handles the approvals, submissions, and compliance on the dealer’s behalf,” Baruth said.

Combining Co-Op Funding With VIN-Level Targeting

The integration is designed to complement Lotlinx’s core technology, which uses machine learning and automotive data intelligence to help dealerships identify inventory risk and promote specific vehicles.

Instead of running generic promotions, Lotlinx campaigns focus on VIN-specific marketing, targeting vehicles that need to move based on factors such as:

• Time on lot

• regional demand signals

• inventory turnover risk

• pricing competitiveness

By pairing that targeting capability with easier access to co-op funds, dealerships can potentially scale these campaigns without increasing their out-of-pocket marketing budgets.

Dealers will still launch campaigns through Lotlinx as usual, but COOPABLE will manage the documentation and reimbursement process required by OEM programs.

Expanding Access to Co-Op Programs

Lotlinx already participates in turnkey co-op programs with select manufacturers, where campaign approvals and reimbursements are integrated into the platform.

The new partnership expands that capability to additional OEM programs where dealerships typically handle submissions and compliance themselves.

This could be especially useful for dealerships that have struggled to secure co-op approvals for certain marketing vendors under manufacturer guidelines.

As a result of the partnership, Lotlinx dealers can now use COOPABLE to submit VIN-specific digital advertising spend for co-op reimbursement across more brands and programs.

Reducing Friction in Automotive Retail Marketing

Automotive dealerships operate in one of the most complex marketing ecosystems in retail, balancing manufacturer requirements, inventory pressures, and digital consumer expectations.

Simplifying co-op access could help dealers deploy marketing dollars more efficiently—particularly at a time when inventory management and demand forecasting are increasingly data-driven.

“At Lotlinx, we’re focused on helping dealers move inventory efficiently,” said Kerri Wise.

“Making co-op easier to access is a practical way to support our clients and remove friction from their VIN targeting efforts,” Wise said. “Co-op dollars are available, and with this partnership, it makes it faster and easier for our clients than ever.”

The Bigger Picture for Auto Marketing Tech

The partnership also highlights a broader trend in automotive retail technology: platforms are increasingly combining data-driven marketing tools with financial and operational services that help dealerships execute campaigns more easily.

Rather than simply offering advertising technology, vendors are building ecosystems that simplify the full lifecycle of dealership marketing—from campaign planning to funding and compliance.

For dealers, the appeal is straightforward: less paperwork, faster campaign launches, and a clearer path to turning inventory into sales.

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