Local Connected Television advertising firm Madhive has forged a partnership with Polk Automotive Solutions from S&P Global Mobility that seeks to create a vibrant local Connected TV marketplace for the U.S. auto industry.
The partnership unites S&P Global Mobility’s 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 maximize ROI for Connected TV campaigns,” the companies said on Wednesday.
Polk Audiences are now available directly within Madhive’s Data Marketplace, offering auto advertisers access to more than 1,200 predictive audience segments. The integration also 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.
The launch comes as U.S. advertising spending in the automotive category is projected to reach $12.3 billion in 2024, according to BIA Advisory Services.
Luc Dumont, Senior Vice President of Business Development at Madhive, commented, “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.”
