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Haymarket Automotive and Autovia strike first-party data deal to boost ad offering

Automotive digital publishers Autovia and Haymarket Automotive have agreed a deal to pool first-party
audience data to bolster their ad offering.

The deal means the publishers, owners of brands including Autocar, Auto Express, Carbuyer and What Car?, will combine their unique data.

“Both Autovia and Haymarket Automotive are fortunate enough to command hugely valuable
audiences that drive car sales in the UK, and our first party customer data is second to
none,” said Autovia Group Advertising Director, Steve Machin. “By coming together
we are able to provide an even stronger offering for OEMs, for the first time allowing them to
use the collective intelligence across our websites and audiences”.

Chris Daniels, Chief Revenue Officer of Haymarket Automotive, added: “Today’s
announcement is significant for the fact it brings two traditional competitors together in order
to provide a truly unique offering for advertisers in the automotive industry. We believe that
our combined data sets will provide advertisers with unrivalled access and insights into a
committed in-market audience.”

The new digital solution will be powered by Crimtan.

By offering dynamic connected media delivery against highly targeted audience signals from
the publishers’ data in real-time, advertisers will be able to precisely target active in-market buyers.

Advertisers will be offered cross-channel opportunities utilising newly digitised platforms in
new advertising formats. These will include geo-location technology delivering relevancy
through digital “out of home” (DOOH), as well as connected televisions (CTV).

“Our first party publishing data is unique as it understands every users’ journey and we are
able to share this insight and service with prospective advertisers,” added Daniels.
“As a result our customers can take advantage of a simple and effective way to deliver timely
and relevant messaging to their target audience as they take their next steps in the car
purchase journey.”

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