Fullthrottle.ai Launches DSP to Accelerate Auto Campaigns

Automobile advertising has always been a big deal. The broadcast network TV upfront ad market was built around the rollout of the automakers' new models each fall. A lot of money has been spent on car commercials, with shiny vehicles racing along scenic roads or gliding through city traffic. Celebrities were often seen behind the wheel or heard pitching the car’s specs and new features.

But in today’s data-oriented marketing world, glossy TV commercials aren’t where the rubber meets the road. Automakers, not to mention dealers, need to target potential customers and measure how many of them visit showrooms and websites, take test drives and ultimately put a new car in their garage.

That’s where a company like fullthrottle.ai comes in. The ad-tech company is launching The Automotive DSP (demand side platform), which is designed to give marketers in all phases of the auto business and their agencies a simple way to access audience data, attribution analytics and premium inventory. 

“We make ad tech easy, because ad tech is super difficult,” Amol Waishampayan, co-founder of fullthrottle.ai, told The Measure. 

“We have one platform. It brings together first party audiences. It has super-easy activation. You can build and launch in two minutes. That’s our guarantee. Two minutes and your campaign’s live,” Waishampayan said. 

Through the platform agencies and dealers can target households based on geography, current vehicle ownership or how close they are to having a lease expire. They can also see which had prompted action by consumers.

“Every dollar of media through the platform is neurotically matched to sales, grow profit, even ROS [return on spending],” Waishampayan said. “Dealers have never had something like that for TV.”

Of course, the platform is driven by artificial intelligence, as the company’s name would imply.  Every company seems to be racing to use AI to rev up its business, but Waishampayan believes fullthrottle.ai will remain competitive with the platform it built from scratch as a focused startup.

He says the formula is “having the right people, the right foundation, the right architecture and the right partners.” You also have to be resilient. “You have to make sure you’re not focused on the bells and whistles, but you’re focused on real impact and value to end advertisers and real cost savings and scalability for your agencies.”

Still, fullthrottle.ai must compete against ad giants like Amazon. But Waishampayan maintains that fullthrottle interfaces with Amazon, making it more usable for car dealers and smaller agencies. “Amazon’s too complicated, we’re making a lot of complicated enterprise tech easier, he said.

The auto category is fullthrottle’s largest, but not the only one it creates campaigns for. 

The new Automotive DSP is able to integrate in real-time with dealers' customer management systems to connect campaigns directly to new car sales, lease upgrades, service appointments and trade-ins.

The Automotive DSP also has data about the auto industry and manufacturer co-op ad rules built in, while SafeMatch technology securely on-boards and activates high-intent audiences without cookies or third-party data.

An agentic system automatically builds audiences, allocates media, scores households and measures sales lift, while connecting ad exposure to outcomes including showroom visits, test drives, service orders and sales.

It also integrates with the Auto Media Marketplace, which provides direct access to brand-safe automotive media.

“This isn’t just innovation. It’s a transformation,” said Louis DiGiacomo, VP of product at fullthrottle.ai. “Never before has advertising technology been this easy, powerful, and accessible for all automotive industry stakeholders at the same time.”