Urban Science aims to give automotive advertisers a way to zero in on their target audiences.

The automotive consultancy and technology firm announced the launch of its enhanced In-Market Audiences, designed to help marketers target and engage customers and prospects through the company’s updated-daily first-party industry sales data combined with household demographics and machine learning capabilities.

In a news release, Urban Science said In-Market Audiences gives advertisers access to a wider range of on-demand audience segments, which it said results in average purchase rates up to 10 times higher for overall audiences, up to 25 times higher for vehicle brand audiences and up to seven times higher for vehicle segment audiences for customers deemed to be in market compared to those deemed out of market.

Urban Science said its newly enhanced offering empowers marketers to reach prospects predicted to buy in the next 90 days. The company works with agencies, publishers and platforms to deliver its data across tiers and channels “at speed and scale.”

In-Market Audiences is designed to identify patterns in purchase behavior and predicts which vehicle or vehicles a household is likely to buy next, allowing advertisers to target potential buyers at the segment, brand and/or model level, including prospects predicted to purchase a given automotive brand, a specific vehicle make or model, or a particular vehicle segment, or those predicted to buy from a competitor. Urban Science said the targets are customizable to any campaign need.

“As the need for accurate and actionable data across the automotive media landscape intensifies – particularly in the EV and hybrid segments – leveraging the industry’s most recent and accurate data will remain crucial in creating efficient and effective cross-channel advertising campaigns,” Urban Science vice president of AdTech Rick Jones said.

“We’re confident our enhanced In-Market Audiences will empower marketers to operate with enhanced precision, supporting high-stakes business and marketing strategies with a science-driven approach that guides them — and our industry — toward more sustainable and profitable futures.”

Urban Science’s In-Market Audiences complement its SalesMatch tool, which measures cross-channel audience touchpoints against actual sales across the country on a daily basis to measure the effectiveness of a marketing campaign. The company said advertisers can also see if targeted prospects purchased a vehicle from competitors, allowing them to optimize their campaigns to defend and grow market share.