New capability enables marketers to extend existing paid media investment across Connected TV, online video, audio, and SmartMail
fullthrottle.ai, a pioneer in first-party data media solutions and AdTech operating systems, announced the launch of Last Mile Audiences, a new capability that enables marketers to identify households that have already engaged with paid social, paid search, and other supported signals and activate those audiences across additional media channels.
fullthrottle.ai turns paid search and social engagement into addressable audiences for cross-channel activation.
Paid search and paid social are widely regarded as performance marketing tactics, yet they don’t always bring the outcome home. These campaigns generate valuable signals of consumer interest, but when an engaged consumer does not immediately convert, much of that opportunity can remain within the platform where the interaction originated. With Last Mile Audiences, fullthrottle.ai® now allows marketers to create outcomes from the interest generated in those channels. Last Mile Audiences enables marketers to build on that initial investment by transforming engagement signals into first-party addressable household audiences available for activation within the fullthrottle.ai® platform.
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Marketers can then reach those same households across CTV, online video, audio, and direct mail, extending the customer journey beyond the original search or social interaction without rebuilding audiences across multiple platforms.
“Search and social are incredibly effective at generating intent, but a click or engagement doesn’t necessarily mean someone is ready to buy at that moment,” said Amol Waishampayan, co-founder of fullthrottle.ai®. “Last Mile Audiences give marketers a way to capitalize on the investment they’ve already made by identifying those engaged households and continuing the conversation across additional channels. Instead of starting over with a new audience, marketers can use that existing intent to help move consumers closer to conversion.”
Last Mile Audiences will now be automatically surfaced within the fullthrottle.ai® Audience Library and can also be recommended by the company’s AI Media Agent as marketers build campaigns, eliminating the need for a separate audience-building process.
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Additionally, the launch introduces rolling household windows, giving marketers greater control over when they reach their desired audiences. Households are segmented into four discrete windows based on their most recent activity: 0–30 days, 31–60 days, 61–90 days, and 91–120 days. Marketers can select or combine windows based on the typical consideration period for a particular product or service, enabling media strategy and messaging to better reflect where consumers may be in the buying cycle.
For example, an advertiser in home services may prioritize households that demonstrated interest within the past 30 days, while an advertiser selling a product with a longer consideration cycle may activate audiences across several windows. The discrete windows also enable marketers to differentiate audiences based on recency and tailor their media strategy accordingly.
