PureCars, a provider of digital marketing technology and services for automotive dealers, announced the appointments of Bryan Urroz as chief financial officer and Matthew Groner as chief product officer.

Urroz has spent much of the past decade in private accounting roles for companies ranging from midmarket to large global businesses. His comprehensive skill set gives him the ability to successfully navigate complex business environments, including strategy, operations and culture. 

Urroz’s extensive financial background includes experience in financial team development, SaaS revenue programs, financial structure development and merger-and-acquisitions transactions. Before joining PureCars, he served as chief financial officer of DealerBuilt.

Groner has more than 25 years of experience leading product development teams for multinational companies and startups. During his time at companies such as Viacom, TransUnion, AdTheorent, DoubleVerify and Mediaocean, he focused on driving growth and revenue while building skilled and enthusiastic product teams.

Groner joined AdTheorent in its early days and built the product team from scratch, leading the company's Demand Side Platform to become one of the best-performing and highest-margin DSPs in the AdTech ecosystem. AdTheorent subsequently went public with a valuation of $1 billion.

"As an industry leader, it is essential for PureCars to have a solid executive leadership team in place to drive vision and value for its customers, partners and employees,” said PureCars CEO Stephane Ferri. “We believe that Bryan and Matthew significantly strengthen our leadership team and possess the strategic vision to help PureCars maintain its competitive position as the leading digital advertising provider in the automotive industry."