PHILADELPHIA, PA — FullThrottle Technologies LLC announced a collaboration with Experian Automotive to integrate Experian’s automotive audience data into the fullthrottle.ai self-service marketing platform for auto dealers and marketers.
The integration allows advertisers to access Experian’s curated in-market automotive audiences within the fullthrottle.ai demand-side platform, the company said.
According to FullThrottle, the partnership is intended to combine first-party data collected by marketers with third-party audience insights to improve campaign targeting and measurement.
Advertisers using the platform will be able to access audience segments based on consumer behavior, lifestyle characteristics, and purchase intent.
The integration also allows marketers to combine Experian’s audience data with first-party consumer data captured through FullThrottle’s identity and attribution technology.
Amol Waishampayan, co-founder of fullthrottle.ai, said the integration is designed to address challenges auto marketers face in connecting different advertising and data systems.
“Auto marketers have been waiting for a way to bridge the gap between the consumer audiences they buy and the audiences they own,” Waishampayan said.
Experian’s consumer marketing data includes information on more than 250 million individuals in the United States, the company said.
Michael Kraut, vice president of data advertising solutions at Experian Automotive, said the integration aims to help marketers better identify potential buyers.
“This joint effort demonstrates how Experian Automotive data can help marketers find the right consumer at the right time on the right channel,” Kraut said.
FullThrottle said the collaboration is designed to support advertising strategies as the marketing industry shifts away from third-party cookies and traditional audience targeting methods.
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