Madhive, the technology company for local Connected Television advertising (CTV), has announced a partnership with Polk Automotive Solutions from S&P Global Mobility to create a local CTV marketplace for the US auto industry.

The partnership unites S&P Global Mobility’s best-in-class automotive intelligence with Madhive’s tools for planning, targeting, activation, and measurement across premium inventory sources from its local broadcast clients. Together, this will enable automotive advertisers to combat fragmentation, streamline activation, and maximise ROI for CTV campaigns.

Polk Audiences are now available directly within Madhive’s Data Marketplace, offering auto advertisers access to more than 1,200 highly accurate, predictive audience segments. Additionally, the integration allows advertisers to create custom audiences and target households based on vehicle status, brand loyalty, lease expirations, and when they will be in the market for their next vehicle.

These capabilities are already in use, helping thousands of auto advertisers leveraging Madhive’s platform reach hyper-local audiences at a national scale. This launch comes as US advertising spending in the automotive category is projected to reach $12.3 billion in 2024, according to BIA.

“Delivering the precision of Polk Audiences to local auto dealers and broadcasters will drive a significant lift in performance for their campaigns,” said Joe Kyriakoza, VP & GM, Polk Automotive Solutions at S&P Global Mobility. “As the trusted platform powering local CTV advertising for major broadcasters, Madhive will enable Polk’s solutions for more than 30,000 local, regional, and national advertisers.”

The Polk Automotive Solutions portfolio is the latest addition to Madhive’s Data Marketplace, which includes a robust selection of top-tier data providers like TransUnion and Alliant. This enables local advertisers to access curated audience segments, spanning behavioral, demographic, transactional data, and more. The marketplace offers high-quality audiences at efficient costs, resulting in higher match rates and broader reach. With access to nearly every CTV household in the US, it enables hyperlocal targeting down to the zip code, county, or district.

“Madhive has built out one of the most robust, in-house data ecosystems in the industry, consisting of best-in-class partners that enable marketers to efficiently reach advanced audiences,” said Luc Dumont, Senior Vice President of Business Development at Madhive. “The launch of this automotive marketplace and subsequent partnership with S&P Global Mobility is the next evolution in our offering, and will help local, regional and national advertisers streamline activation and optimize marketing dollars against both top and bottom-of-funnel outcomes.”

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Categories: Press Releases

Tags: advertising, CTV, MadHive