Field reference: Dealer Tech Vendor Reports & Data

The file has one row per dealer website × vendor detected. A dealer running a website provider, a digital retailer, and a chat tool appears on three rows.

Column	Description
Date Observed	The date the vendor was observed on the site, formatted like February 14, 2026.
Dealer Name	Dealer name as shown on the website.
Address, City, State, Zip	Physical dealership address.
Website	Primary dealer website URL.
Category	Franchise or Independent.
Makes	Comma-separated list of brands sold, e.g. Chrysler, Dodge, Jeep, Ram.
Latitude, Longitude	Geocoded location, formatted like 36.698° N / 82.007° W.
Vendor Unique ID	Stable identifier for the vendor, e.g. w_dealeron. Use this for joins; vendor names occasionally change.
Vendor Name	Display name of the vendor.
Vendor Type	Category of product: website, digital retail, chat, trade-in, service scheduling, and others.

Tips

• Join key. Use Website (normalized to lower case, no trailing slash) to join across months and to our US Franchise Dealer Group Mapping file.
• Market share. Count distinct Website values grouped by Vendor Name within a Vendor Type.
• Switching. Compare this month’s file to last month’s for the same Website and Vendor Type; a changed Vendor Unique ID is a switch.
• Column headers. Headers in the raw export are prefixed with their source table (Dealers → Dealer Name). Most tools accept them as-is; strip the prefix if yours doesn’t.

Download the Virginia sample to see the layout.