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Since working with Didomi and Addingwell, we’ve never experienced a service outage. The support is always responsive and proactive, which is crucial at our scale. Thanks to these reliable and high-performance French solutions, we’ve improved data quality, GDPR compliance, and campaign performance management.
Challenge
Europcar, a leading vehicle rental company operating in over 130 countries, faces massive traffic volumes across its platforms and a diverse range of services. With more than 9,000 employees and nearly 7 million monthly visitors, data collection and reliability represent a strategic challenge.
In a context shaped by strict GDPR regulations, complex technical environments, and the impact of browsers and ad blockers, Europcar needed a solution to secure its data collection and improve campaign performance measurement.
Europcar was facing several major challenges:
- Strict GDPR compliance: The company needed to ensure flawless data protection and transparency, given its high visibility and large traffic volumes.
- Heterogeneous systems: A multi-stack environment with several TMS and tools across different brands required a complete overhaul.
- Limited IT bandwidth: The teams needed plug-and-play solutions that could be deployed quickly and maintained easily without relying heavily on internal tech resources.
- Underestimated performance measurement: Increasing browser privacy restrictions and ad blockers were skewing analytics data, leading to a significant gap between reported and actual performance.
- Improve data quality to more accurately evaluate acquisition performance, support IT teams in optimizing user journeys, and deliver more value to media partners (algorithm optimization, retargeting, attribution).
- Reduce the gap between analytics and business data, aligning tracking data as closely as possible with billing and transaction metrics.
In this context, user consent emerged as a key lever: The higher the consent rate, the richer and more reliable the data, providing better business insights while remaining fully compliant with local regulations.
Solution
To address these challenges, Europcar chose to combine Didomi and Addingwell technologies.
Didomi:
- Centralized CMP deployment across 20+ websites and 6 mobile apps
- Multi-country and multi-brand management
- Customized consent banners and A/B testing
Addingwell:
- Server-side tracking implementation for GA4, Meta CAPI, TikTok Events API, Google Ads, and aggregators (Awin, Skyscanner)
- Managed, sovereign, and monitored infrastructure
- Adoption of a CDN and progressive integration of a master cookie (in progress)
This collaboration required close coordination between Addingwell and Europcar’s internal teams, particularly to manage cookie filtering and security constraints. The rollout followed a progressive roadmap (GA4 → media → master cookie) to align with business seasonality and minimize operational risks.
Results
The collaboration between Europcar, Didomi, and Addingwell ensured full reliability of data collection and improved accuracy in performance attribution, bringing analytics data closer to actual business outcomes.
Conclusion
In an environment shaped by both regulatory and technical complexity, Europcar has successfully turned its constraints into opportunities. With the support of Didomi and Addingwell, the group has secured its data collection, strengthened GDPR compliance, and improved marketing performance. This case demonstrates that data accuracy and compliance are not just obligations, they are strategic growth levers.
For international brands like Europcar, where every conversion point matters, the combination of a robust CMP and reliable server-side tracking makes all the difference.
