Why Crimtan has partnered with automotive media giants Haymarket Automotive and Autovia

We are delighted to announce a unique partnership between Crimtan and automotive digital publishers Autovia and Haymarket Automotive.

This partnership will combine our programmatic expertise with Autovia and Haymarket Automotive’s first party data to provide advertisers with an innovative digital advertising solution.

Autovia and Haymarket Automotive – combined owners of powerhouse brands including Autocar, Auto Express, Carbuyer and What Car? – are specialist automotive market leaders. They will combine their unique data sets to offer clients best-in-class data-driven advertising solutions on the open web and other digitised channels.

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

They will be offered cross-channel opportunities using 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).

This collaboration will revolutionise automotive advertising

This unprecedented and unique collaboration comes ahead of Google’s upcoming changes to third party cookies, and is set to revolutionise automotive advertising.

The collaboration also comes as the industry is undergoing a once-in-a-century change towards electrification, with new brands competing for market space against traditional original equipment manufacturers, and customer buying habits and requirements changing each year.

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. And that’s what we are seeing here with this partnership.

There is a strong interest from car brands looking to launch marketing campaigns that can reach car buyers efficiently. 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.

For APAC car brands and publishers, this is a model that can help future proof digital advertising efforts. It’s a perfect way to pool data and more effectively reach potential buyers.

Especially in the auto industry, we know that purchase windows for car buyers range anywhere from one to four months with multiple touch points along the way. This robust in-market data and our cookie-less targeting solution when combined can be leveraged to attract potential buyers no matter what stage of the lifecycle they are in.


Joshua Wilson, Commercial Director, JAPAC

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.


Chris Daniels, Chief Revenue Officer, Haymarket Automotive

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


Paul Goad, CEO