Case Study: Leading Auto Sites Unlock First-party Scale and Performance Follows Suit
Haymarket Media Group's Autocar and What Car? used Lotame's Audience Management technology to drive up scale, match rate and monetisation in cookie-challenged environments.
With millions visiting every month, the brands rely on fast and complete data collection and activation to understand their audiences and monetise every opportunity. But Safari cookie blocking was obscuring the view of 35-40% of their audience and causing inventory pressures between browsers. This sophisticated client knew with confidence that they were making more money on Chrome and losing out on audience opportunities on Safari after an exhaustive deep dive into adserver data. Compounded by COVID-19’s impact across the auto industry, Safari had become a relative sink hole for understanding a sizable portion of their audience and monetising valued inventory.
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