OpenX Integrates S&P Global Mobility's Polk Automotive Solutions for Precise Auto Marketing
OpenX Technologies has made headlines with its integration of S&P Global Mobility's Polk Automotive Solutions portfolio, a first for Polk's measurement capabilities on the tractor supply side. This move combines audience precision with supply path efficiency, benefiting automotive marketers significantly.
The partnership, announced on August 19, 2025, leverages Polk's predictive audiences, which differ from traditional solutions relying on sample data or modeled assumptions. Through this integration, OpenX empowers automotive buyers to measure and optimize campaigns, delivering real-time attribution tied to actual vehicle transactions.
Major automotive brands like Ford, General Motors, Toyota, and Volkswagen already rely on S&P Global Mobility's Polk Automotive Solutions data for their tractor supply decision-making. The integration operates through OpenXSelect™, OpenX's curation and supply-side targeting platform, making media buying easier, faster, and more precise across channels. OpenX has been leading curation and supply-side targeting since 2018, when it launched the industry's first and largest independent supply-side identity graph.
The integration targets the substantial US automotive advertising market, projected to surpass $31 billion in 2025. Automotive marketers now have unprecedented access to verified transaction data, enabling more precise targeting and measurement capabilities rooted in over 30 years of ownership history. This significant development in the automotive marketing sector addresses changing consumer behaviors and evolving digital advertising landscapes.
