• by Laurie Sullivan , Staff Writer, Yesterday

Experian Automotive has partnered with FullThrottle Technologies to combine auto buyer audience data in a self-service platform called fullthrottle.ai, designed for dealers and marketers.

“This joint effort demonstrates how Experian Automotive data can help marketers find the right consumer,” said Michael Kraut, vice president, Data Advertising Solutions at Experian Automotive.

This collaboration establishes a new standard for performance-driven audience marketing through generative artificial intelligence, as more targeting platforms use AI to move beyond third-party cookies and legacy models.

Rather than serve ads to general groups such as people in their 20s, 30s, or 40s, dealers can specifically target households that Experian knows are looking to purchase a vehicle based on real-time signals.

"Automotive has faced a highly variable purchasing climate during the last few years, so when AI can combine first-party customer data with high-quality third-party identity signals, it identifies real purchase intent rather than just demographic assumptions of the past," Amol Waishampayan, co-founder of fullthrottle.ai told MediaPost.

The breakthrough comes when AI connects targeting, activation, and outcomes in one platform, along with a native infrastructure. That closed-loop approach allows brands and dealerships to see exactly what audiences drove real-world outcomes like vehicle purchases and vehicle service. It also continuously optimizes campaigns based on what actually converts.

"This is more powerful in automotive because an automotive DSP can layer in signals like vehicle ownership, service history, and in-market shopping behavior to pinpoint consumers who are actually likely to purchase," Waishampayan said.

Market researchers that spend time studying consumer car-decision processes have learned there are many consideration layers that lead them down a path to purchase. Communicating the value becomes vital.

As Carbuzz points out, purchase considerations these days span far beyond what consumers can afford, and into geopolitics, economic uncertainty, immigration, income discrepancies, generational divides, affordability and how we measure success daily.

Experian’s verified consumer marketing data captures insights on more than 250 million U.S. individuals, drawing from thousands of behavioral, lifestyle, and purchase-intent signals. The integration within fullthrottle.ai’s DSP provides marketers with access to audiences that are both accurate and actionable, ensuring every campaign is grounded in real consumer intent.

Tax deductions, for some, are likely to also play a role in decisions. On December 31, 2025, the Department of the Treasury and the Internal Revenue Service provided guidance on the “No Tax on Car Loan Interest” provision enacted under the One, Big, Beautiful Bill. It outlined who and when consumers can take a deduction on the paid loan interest.

Still, fullfhrottle.ai’s platform builds, tests, and activates campaigns in a self-service, closed-loop environment that connects audience insights to performance measurement.

This collaboration between Experian and fullthrottle.ai combines first-party data and insights into third-party audiences, giving marketers access to why consumers do what they do, and what brands fit their style at the time of consideration and purchase.

The tools provide a way to make audiences live and optimize targeting, as well as measure performance in real time.

Auto marketers have struggled with disconnected systems for years - the need to move data between CRM platforms like Salesforce or Microsoft, data providers like Experian, and ad platforms like Google and Facebook. The ability to integrate all this data offers a more efficient solution by removing disparate silos of information.