The CBT News Auto Leadership Summit is just weeks away, and one of the conversations at the event will center around advertising compliance and pricing transparency in today’s retail environment.
Joining us on today’s Inside Automotive episode is one of our panelists, Aaron Baldwin, CEO of automotiveMastermind, who says his company is taking direct action to help dealers comply with the tightening Federal Trade Commission (FTC) regulations on advertising and pricing transparency through a single solution.
FTC guidance is driving widespread changes across the automotive ecosystem, affecting how listing sites, agencies, and software providers structure pricing and advertising models. According to Baldwin, the changing regulatory environment is pushing the industry toward more precise and verifiable pricing structures, particularly in how dealers calculate and communicate out-the-door pricing to consumers.
In-stock inventory data
As part of its response, automotiveMastermind has shifted its advertising strategy away from generic vehicle representations based on average MSRP by make, model, and trim. The company now uses in-stock inventory data to improve pricing accuracy and align more closely with FTC expectations. Baldwin says the company will fully implement the updated approach in its June marketing cycle.
According to Baldwin, the shift reflects broader pressure on the industry to deliver more transparent and consistent pricing. He notes that OEMs are actively evaluating how to support dealer networks through these changes, with manufacturers reviewing adjustments to advertising systems, pricing calculations, and consumer-facing transparency standards.
Out-the-door pricing calculations
He adds that modern pricing models continue to challenge the industry, as calculating accurate out-the-door pricing requires integrating state tax structures, incentive eligibility rules, dealer fees, and other variable inputs. Baldwin points to differences in tax calculations across states and jurisdictions as a major factor complicating compliance efforts, and notes that automotiveMastermind relies on Market Scan within its broader sales solutions platform to support pricing and payment accuracy.
FeeSync for dealers
Baldwin also highlights the launch of FeeSync, a new tool developed in partnership with S&P Global Mobility. The system centralizes dealer fee management and allows stores to maintain and update fee structures in one place while controlling which vendors and platforms receive that information. The tool targets fragmentation across advertising, CRM, and inventory systems that often rely on inconsistent fee data.
“Historically, dealers have not had a central place to manage their fee structures.”
automotiveMastermind is offering FeeSync at no cost to encourage industry-wide adoption and create a standardized approach to dealer fee management. Baldwin says the initiative provides dealers with a single, reliable source of fee data that they can share with authorized technology partners.
Early response from dealers has centered on compliance concerns and the risk of regulatory audits. Baldwin notes that the interest has increased significantly since the FeeSync announcement, with dealer groups and vendors driving strong demand for onboarding and integration.
“We’re hoping that we are a part of that solution and help those dealers be able to manage the future on how any type of regulatory environment changes and affects them.
Long-term compliance
Moreover, Baldwin adds that dealers are seeking greater clarity and consistency as they prepare for continued regulatory scrutiny. He says automotiveMastermind aims to serve as a trusted partner in helping dealers manage these changes by providing compliant, standardized data systems.
As FTC oversight continues to evolve, Baldwin said OEMs, vendors, and dealers must collaborate to maintain accurate pricing and operational consistency. He adds that standardized data infrastructure will play a key role in helping the industry adapt to ongoing regulatory changes.
