Marketers are forced to consistently grapple with fragmented media buying processes, and automotive advertising is no exception. A scattershot approach, traditionally focused on 25- to 54-year-olds, no longer guarantees results for more than a few reasons. As a result, today’s auto marketer demands greater precision to reach the customers in the market for a vehicle right now.

OpenX is streamlining auto media buying through a direct supply-side integration with S&P Global Mobility’s Polk Automotive Solutions. Bringing Polk’s automotive intelligence directly to the supply side for the first time, this integration eliminates data leakage and unnecessary friction by targeting advanced audience segments across CTV, OLV, display, and digital OOH campaigns.

Turbocharging campaign performance

With U.S. automotive media ad spend projected to surpass $31 billion in 2025, OpenX — through the integration of Polk Automotive Solutions’ advanced analytics — empowers auto buyers to measure and optimize campaigns, delivering near real-time attribution tied to actual vehicle transactions. 

OpenXSelect™, our curation and supply-side targeting platform, facilitates immediate access and streamlined activation of Polk’s extensive library of more than 2,000 pre-built automotive segments. Insights learned from over 100 years in the automotive business around new and used purchases and service events inform these predictive audiences with outcomes measured by closed-loop measurement rather than modeled assumptions. That means advertisers can see how their campaigns drive real customer actions, like buying a car or booking a service, instead of just relying on predictions.

Combined with our robust people-based identity graph and cross-channel capabilities, marketers can instantly start onboarding their first- and third-party data to begin targeting their preferred audiences — without worrying about any complex setups or convoluted processes for each campaign.

The Benefits: Greater fidelity, impact, and efficiency

This integration delivers three critical advantages that enhance precision and performance for automotive advertisers:

• Enhanced targeting: Access to Polk’s 2,000+ turnkey, automotive-specific segments via OpenXSelect means advertisers can target consumers based on actual purchase history and ownership patterns rather than broad demographic assumptions.
  
  
• Measurable impact: Direct attribution between your advertising campaigns and actual vehicle sales means no more guesswork. Our closed-loop measurement capabilities provide real-time insights into which campaigns and audience segments are driving genuine business outcomes.
  
  
• Operational efficiency: Streamline campaign setup and execution across multiple channels including CTV, OLV, display, and digital OOH. High-fidelity offline matching and in-flight optimization capabilities enable marketers to adjust campaigns based on performance data, maximizing ROI throughout the campaign lifecycle.
  

The integration also enhances traditional DSP reporting by providing more actionable insights throughout the automotive purchase journey, enabling marketers to understand not just who clicked on their ads, but who actually visited dealerships and completed purchases.

Fuel your campaigns with precision

For automotive advertisers who have struggled with attribution and measurement challenges, this partnership represents a fundamental shift from assumption-based advertising to outcome-driven marketing — finally providing the proof and precision the industry has been seeking.

Ready to enhance your automotive campaigns? Reach out to our team today or download our one-sheet to learn more.