OpenX & Polk Revolutionize Automotive Marketing with Precise Targeting
OpenX Technologies, a leading ad tech company, has made waves in the automotive marketing sector with its recent integration with S&P Global Mobility's Polk Automotive Solutions portfolio. This partnership, announced on August 19, 2025, brings together OpenX's expertise in curation and supply-side targeting with Polk's advanced measurement capabilities, offering automotive marketers unparalleled precision and efficiency.
OpenX, which has been at the forefront of supply-side targeting since 2018, launched the industry's first and largest independent supply-side identity graph. This integration marks the first time Polk's measurement capabilities have been brought to the supply side. The partnership combines audience precision with supply path efficiency, enabling automotive marketers to navigate changing consumer behaviors and evolving digital advertising landscapes more effectively.
The integration operates through OpenXSelect, OpenX's curation and supply-side targeting platform. This platform simplifies media buying, making it faster and more precise across various channels. The partnership provides automotive marketers with unprecedented access to verified transaction data, allowing for more precise targeting and measurement capabilities. This data is rooted in over 30 years of ownership history and is scored and trained against census-level vehicle transactions, ensuring its accuracy and reliability.
Joe Kyriakoza, Vice President and General Manager of S&P Global Mobility’s Polk Automotive Solutions, is leading this significant development. The integration targets the substantial US automotive advertising market, projected to surpass $31 billion in 2025. Through Polk's advanced analytics solutions, OpenX empowers automotive buyers to measure and optimize campaigns while delivering real-time attribution tied to actual vehicle transactions. Notably, the partnership leverages Polk's predictive audiences, which differ significantly from traditional solutions relying on sample data or modeled assumptions.
The integration of OpenX Technologies and S&P Global Mobility's Polk Automotive Solutions portfolio is set to transform the automotive marketing sector. By combining OpenX's curation and supply-side targeting expertise with Polk's advanced measurement capabilities, automotive marketers can now access verified transaction data for more precise targeting and real-time campaign optimization. This partnership is poised to reshape the $31 billion US automotive advertising market, offering marketers a powerful tool to navigate the industry's evolving landscape.
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