ITV and Carwow Launch Auto Match: New Smart TV Advertising Solution for Car Buyers
ITV and Carwow have partnered to launch Auto Match, a new addressable advertising solution that connects car manufacturers with active car buyers through ITVX's programmatic platform Planet V.
Girl in red car
This first-of-its-kind automotive commerce solution leverages Carwow's first-party data from over 1.3 million active car buyers, matching it with ITVX's registered users for precise audience targeting. Advertisers can measure key performance metrics including website traffic, car configurations, and sales uplift post-ad exposure.
Key Features of Auto Match:
- Powered by Carwow's extensive first-party data
- Secure audience data matching with ITVX users
- Targets in-market audiences at crucial purchase journey points
- Measures post-ad exposure performance metrics
Carwow's Market Position:
- Reaches 7.3M unique users monthly
- Represents 10% of UK retail new car sales
- Delivered 600 global campaigns in 2024
- Achieved 67% year-on-year media revenue growth in UK
- Partners with 45 OEMs
The beta launch of Auto Match is currently underway with select advertisers targeting key automotive segments. This initiative builds upon Planet V's successful addressable targeting solutions, including Retail Match, which integrates with Tesco's Clubcard and Boots' Advantage Card databases.
The partnership marks Carwow's first offsite commerce media offering, strengthening the company's position in data-driven automotive advertising across the UK, Germany, and Spain. ITV maintains a minority stake in Carwow through its Media for Equity programme, ITV AdVentures Invest.