Crimtan has partnered with automotive publishers Autovia and Haymarket Automotive to power a digital advertising solution using pooled first party audience data.
Owners of brands including Autocar, Auto Express, Carbuyer and What Car? will combine their data sets to offer data-driven advertising solutions on the open web and other digitised channels.
By offering connected media delivery against targeted audience signals from the publishers' data in real-time, advertisers can target active in-market buyers.
The in-market buyers will be offered cross-channel opportunities using newly digitised platforms in new advertising formats. This will include geo-location technology delivering relevancy through digital out of home (DOOH), as well as connected televisions (CTV).
The collaboration comes as the industry is undergoing a change towards electrification, with new brands competing for market space against traditional original equipment manufacturers, and customer buying habits and requirements changing each year.
Joshua Wilson, JAPAC commercial director, Crimtan, said: “More so now than ever, we are seeing the deprecation of the cookie light a fire under brands wanting to know they can still hit their target audience."
"With a qualified pool of audiences and Crimtan’s ability to deliver the most relevant messaging across a customer’s lifecycle journey, we are confident that car brands will see an improvement in their marketing investments.”
Chris Daniels, chief revenue officer of Haymarket Automotive, said. “Our first party publishing data is unique as it understands every user’s journey and we are able to share this insight and service with prospective advertisers."
“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.”
Paul Goad, CEO of Crimtan, said: “This deal puts us – and therefore our clients – on the front foot, ready for when the Google third party changes come into force next year. By working together with Autovia and Haymarket Automotive, we are ensuring that we have a future- proofed first party audience offering ready-for-market”
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