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Auto Trader Group operates as a digital automotive marketplace in the United Kingdom, serving as a platform for consumers, retailers, and other third parties interested in buying and selling new and used cars. The company's core business involves facilitating these transactions through its website and mobile applications, providing a comprehensive suite of services including vehicle listings, valuation tools, financing, and insurance options. Founded in 1977, Auto Trader Group transitioned from a print magazine to a digital platform in 2013. Headquartered in Manchester, England, it maintains a strong market presence across the UK. The company's strategic advantage lies in its significant market reach and its extensive database of automotive listings, which enhance its value proposition to both buyers and sellers.

Alphabet is a holding company that wholly owns internet giant Google. The California-based company derives slightly less than 90% of its revenue from Google services, the vast majority of which is advertising sales. Alongside online ads, Google services houses sales stemming from Google's subscription services (YouTube TV and YouTube Music, among others), platforms (sales and in-app purchases on Play Store), and devices (Chromebooks, Pixel smartphones, and smart home products such as Chromecast). Google's cloud computing platform accounts for roughly 10% of Alphabet's revenue. The firm's investments in up-and-coming technologies such as self-driving cars (Waymo), health (Verily), and internet access (Google Fiber) make up the rest.