In a significant collaboration designed to reshape how the automotive industry engages with potential buyers, the data and technology firm Acxiom has forged a new partnership with Client Command, a pioneer in the real-time identification of automotive shoppers. This strategic alliance is set to provide car manufacturers and dealers with a powerful new way to connect with in-market consumers at the most crucial moments of their purchasing journey, delivering a more timely and personalized experience.
The core of the partnership revolves around Acxiom gaining access to Client Command’s patented Active Shopper Network™ (ASN). This sophisticated platform operates by detecting high-intent purchasing signals as consumers browse the open web, researching vehicle specifications, comparing models, and reading reviews. Using secure and privacy-compliant methods, the ASN platform analyzes these behaviors to generate a real-time “shopper intensity score” for individuals, all without ever compromising their personal data. This dynamic scoring allows automotive brands to identify and reach out to consumers who are most actively demonstrating an interest in buying a vehicle, moving beyond traditional demographic targeting to behavior-based engagement.
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This new capability will be seamlessly integrated into the broader advertising ecosystem. The intent-based audiences identified by the Active Shopper Network will be made available to both Acxiom and its parent company IPG’s clients through Interact, IPG’s end-to-end marketing platform. This integration provides a direct pipeline for leveraging these in-market signals for deeper insights, advanced analytics, and cross-channel campaign activation.
“This is about relevance and respect,” said Keith Camoosa, Chief Product and Technology Innovation Officer at Acxiom. “We believe marketing should feel like a helpful nudge, not noise. By using responsibly sourced behavioral signals, we’re helping OEMs meet consumers with better timing, more value, and far less waste.”
The system is designed to provide verifiable intelligence, a key differentiator in a market often reliant on predictive modeling. “With this partnership, OEMs can identify Active Shoppers ® in real time, empower their dealers to craft tailor-made messaging, and ultimately improve the car buying experience for shoppers,” stated Jonathan Lucenay, President and CEO of Client Command. “This isn’t guesswork or modeling; it’s verified behavior from real people making real decisions.”
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The intelligence behind this capability is powered by an immense scale of data analysis, processing over 60 billion webpages monthly across more than 250 million consumer profiles. For each active shopper, the system not only generates an intensity score based on the recency and frequency of their activity but also identifies a consideration set of up to five specific vehicle makes and models they are researching. This provides invaluable insight into brand affinity and competitive cross-shopping. To ensure privacy, the system utilizes Acxiom’s Real ID™ for compliant identity resolution, allowing for personalization while adhering to standards like CCPA. These rich insights can then be easily activated through batch deliveries to a CRM or through a real-time API for personalizing website content and programmatic ads.
Looking ahead, the two companies plan to extend the Active Shopper® signal framework beyond the automotive sector, with future applications planned for the financial services, insurance, and travel industries.
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