Cox Automotive To Acquire Fullpath To Expand AI Data Platform for Dealers

Cox Automotive Inc. has agreed to acquire Fullpath, adding a customer data platform (CDP), marketing automation, and AI capabilities to its dealer technology stack, the company said in a press release.

The company said it signed a definitive agreement to acquire 100% of Fullpath, with the transaction expected to close within 30 days, subject to regulatory approval

Fullpath’s platform aggregates dealership data across CRM and dealer management systems (DMS) into a single customer profile, enabling AI-driven campaign execution and attribution from ad click to purchase. The system uses identity resolution to connect fragmented customer records across multiple systems into a unified dataset.

Expanding Cox Automotive’s Data Stack

The acquisition extends Cox Automotive’s portfolio, which includes Autotrader US, Kelley Blue Book, and Dealer.com. The company said integrating Fullpath will allow dealers to connect first-party data with consumer intent, pricing, and retail systems into a unified customer view.