The offering helps auto advertisers maximize ROI by combining best-in-class intelligence with tools for planning, activation and measurement across premium inventory sources
New York, NY — February 2025 — Madhive, the leading technology company for local Connected Television advertising (CTV), today announced a partnership with Polk Automotive Solutions from S&P Global Mobility to create a local CTV marketplace for the U.S. auto industry.
The partnership unites Polk’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 maximize 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, pre-modeled segments. Additionally, the integration allows advertisers to create custom audiences and target households based on likelihood of current vehicle ownership, 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 U.S. advertising spending in the automotive category is projected to reach $12.3 billion in 2024, according to BIA.
“Polk Audiences are the industry standard for the automotive industry and this partnership will provide advertisers broader access to our data,” said Joe Kyriakoza, VP & GM at S&P Global Mobility. “As the trusted platform powering local CTV advertising for major broadcasters, Madhive will put Polk data in the hands of 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 Experian, TransUnion, and Alliant. Local advertisers can 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. Access to nearly every CTV household in the U.S. enables hyperlocal targeting down to the zip code, county, or district.
"The automotive industry requires a nuanced approach to advertising and analytics that caters to the customer journey—from TV and digital exposure to stepping onto the lot to purchase a vehicle," said Murphy VandeMotter, Director of Data Operations at Madhive. "This partnership empowers local, regional, and national auto advertisers to identify in-market households, connect with them across communities, and optimize campaigns in real-time against key performance metrics such as website visits and foot traffic."
About Madhive
Madhive is the leading independent and fully customizable ad platform built to help local media professionals reach their audiences by enabling more efficient and impactful CTV buys. As the trusted partner serving Fox, Scripps, and TV’s largest broadcasters, Madhive empowers sales teams to extend their reach into streaming and connects local advertisers with the communities they serve. Madhive’s platform provides the unique ability to reach local audiences at national scale, with premium supply partnerships and end-to-end tools for planning, targeting, and measuring full-funnel campaign outcomes. Powering campaigns for over 30,000 small and medium businesses per day, Madhive is driving the evolution of local media. To learn more, visit Madhive.com.
