Madhive Strikes Deal With Polk To Drive More Local Auto Ad Business

Madhive, which provides ad tech for local connected TV advertising, said it made a deal with Polk Automotive Solutions designed to steer more car advertising to the broadcasters with which Madhive works.

The auto category is a big one for local broadcasters, with 2024 spending projected at $12.3 billion according to BIA. Stations that work with Madhive’s planning, targeting, activation and measurement systems will be able to offer dealers and other auto industry clients local campaigns designed to reach consumer segments based on Polk data about vehicle status, brand loyalty, lease expirations and when they are likely to be in market for their next vehicle.

Polk, part of S&P Global Mobility, has created more than 1,200 predictive audience segments. The broadcasters that Madhive works with, including Fox Television Stations, E.W. Scripps Co. and Premion (owned by Tegna and Gray Media), will also be able to create custom target audiences for advertising clients.

Combining Madhave’s technology with the Polk data will enable automotive advertisers to counter fragmentation and maximize the effectiveness of CTV campaigns, the companies said. The capabilities are already being used by thousands of auto advertisers to reach hyper-local audiences throughout the country.

“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 VP 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.”

Polk Automotive Solutions is the latest addition to Madhive’s Data Marketplace, which includes TransUnion and Alliant. 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 U.S., it enables hyperlocal targeting down to the zip code, county, or district.

“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.”