OpenX Technologies, a global leader in omnichannel supply-side platforms, has announced a groundbreaking integration with S&P Global Mobility’s Polk Automotive Solutions portfolio, marking the first time Polk’s advanced measurement capabilities are brought directly to the supply side. This partnership combines Polk’s precision audience insights with OpenX’s supply path efficiency to deliver enhanced, measurable outcomes tailored specifically for automotive marketers.
With U.S. automotive media ad spending expected to exceed $31 billion in 2025, this integration equips auto buyers with tools to measure and optimize campaigns by delivering real-time attribution linked to actual vehicle purchases. Polk’s predictive audiences stand out by relying on over 30 years of ownership history and are meticulously scored and trained using census-level vehicle transaction data, moving beyond traditional sample-based or modeled assumptions. Combined with OpenX’s people-based identity graph and premium cross-inventory solutions, the partnership enhances targeting precision and delivers impactful campaign outcomes.
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The integration leverages OpenXSelect™, OpenX’s curation and supply-side targeting platform that streamlines media buying by making it faster, easier, and more precise across digital channels. Through OpenXSelect and Polk’s extensive portfolio of more than 2,000 auto segments, media buyers gain access to high-fidelity offline matching, actionable insights for optimizing campaigns in real time, and precise closed-loop measurement and attribution across Connected TV (CTV), display, and out-of-home (OOH) advertising.
Joe Kyriakoza, Vice President and General Manager of Polk Automotive Solutions at S&P Global Mobility, highlighted the mission to deliver top-tier automotive data and insights, empowering marketers to better engage with their customers. He highlighted that embedding Polk’s automotive intelligence into OpenXSelect expands the reach and effectiveness of Polk’s solutions, delivering marketers the scale and insights necessary to drive improved business outcomes while simplifying campaign setup.
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OpenX has been a front-runner in supply-side targeting and curation since 2018, pioneering the industry’s largest independent supply-side identity graph. The OpenXSelect platform combines premium omnichannel inventory with turnkey audience, behavioral, attention, and sustainability data across over 200,000 direct publisher sites and apps, offering unmatched scale across CTV, native advertising, app, and web inventory.
Brian Chisholm, Senior Vice President of Strategic Partnerships at OpenX, described this integration as a significant milestone that advances supply-side targeting capabilities. He noted that as supply-side targeting and curation continue to evolve rapidly, the ability to measure campaign outcomes with Polk’s data delivers substantial value to advertisers, making advertising efforts more effective and accountable.
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