OpenX Integrates S&P Global Mobility’s Polk Automotive Solutions to Unlock Turnkey Closed-Loop Measurement for Auto Marketers, a First for the Supply Side

The direct integration provides actionable insights throughout the automotive purchase lifecycle, empowering buyers to optimize campaigns throughout the funnel.

NEW YORK--(BUSINESS WIRE)--OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced it has integrated with S&P Global Mobility’s Polk Automotive Solutions portfolio. This direct integration brings Polk’s measurement to the supply side for the first time, combining audience precision with supply path efficiency to deliver superior, measurable outcomes for auto marketers.

With US automotive media ad spend projected to surpass $31 billion in 2025, OpenX — through the integration of Polk’s advanced analytics solutions — empowers auto buyers to measure and optimize campaigns, delivering real-time attribution tied to actual vehicle transactions.

The integration also includes Polk’s predictive audiences, which, unlike traditional solutions that rely on sample data or modeled assumptions, are rooted in more than 30 years of ownership history and scored and trained against census-level vehicle transactions. Together with OpenX’s people-based identity graph and premium cross-inventory format, this partnership ensures greater targeting accuracy and meaningful campaign results.

With OpenXSelect™, a curation and supply-side targeting platform that makes media buying easier, faster, and more precise across channels, and Polk’s 2,000+ auto segments built from a rich understanding of auto buyers, media buyers get high-fidelity offline matching, insights to optimize campaigns in-flight, and accurate closed-loop measurement and attribution across CTV, display, and out-of-home campaigns.

“Our mission is to deliver the industry’s best automotive insights and data that empowers our users to connect more effectively with their customers,” says Joe Kyriakoza, VP and General Manager Polk Automotive Solutions at S&P Global Mobility. “Integrating Polk’s automotive intelligence into OpenXSelect extends the reach and performance of Polk solutions, giving marketers the insights and scale needed to drive better business outcomes while streamlining campaign setup.”

OpenX has led curation and supply-side targeting since 2018, when it launched the industry's first and largest independent supply-side identity graph. Today, OpenXSelect pairs premium omnichannel inventory with turnkey audience, behavioral, attention, and sustainability data and over 200,000 direct publisher sites and apps, delivering unmatched scale across CTV, native, app, and web inventory.

“This integration marks a major milestone in delivering more advanced, higher-performing tools,” said Brian Chisholm, SVP of Strategic Partnerships at OpenX. “Supply-side targeting and curation are maturing rapidly. Targeting has been a key focus for us, and the ability to measure outcomes with Polk delivers significant advertiser value.”

About OpenX

OpenX is an independent omnichannel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 200,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.