Carwow Partners with Adform to Transform its Digital Marketing & Expand Retail Media Offering

Adform, the most powerful and safe media buying platform, today (September 11th, 2024) announces its new partnership with Carwow, Europe’s biggest online car changing marketplace, at a significant time of expansion for the business. Adform’s full suite of services will enable Carwow to scale its marketing efforts and establish a robust media network in key European markets, beginning in the UK, with plans to then expand into Spain and Germany.

By integrating Adform's game-changing technology, Carwow can address the complexities of first-party data and multi-country operations. Adform’s identity solution, ID Fusion, combined with Carwow’s breadth of first-party data, will drive the business’s ambitions to capitalise on emerging retail media opportunities and revenue. The partnership will establish Carwow as a leading ad network for automotive and non-endemic advertisers to precisely target audiences, delivering highly effective, data-driven marketing campaigns.

As part of the partnership, Carwow will adopt Adform’s extensive stack of managed services, including its demand-side platform, ad server, and data management platform. This will support display, creative, performance, measurement, and attribution, underpinned by Adform’s transparent approach. 

The announcement follows Carwow's recent USD$52mn (£39.7mn) investment from Bessemer Venture Partners, which marks a strategic milestone in the company's growth plans. 

Ben Carter, global chief customer & marketing officer at Carwow, said: "We needed a partner that could meet our demands as a growing business and Adform is perfectly aligned to do just that. Its dedication to managing first-party data transparently and driving results is unmatched. We’re confident that Adform will help us and our brand partners to reach new and existing customers, ultimately, strengthening our global presence as a disruptor."

Phil Acton, country manager UK, Adform, comments: "Carwow is changing the game in its industry. We’re delighted that it recognises the value of using advanced programmatic solutions to drive growth in today's competitive market. Adform’s tools and measurement capabilities are an ideal solution for Carwow’s mission and I look forward to a truly successful partnership."