605 Bolsters Data Capabilities Through Expanded Collaboration With Polk Automotive Solutions by IHS Markit
Polk Automotive Solutions to be further integrated within the company’s TV measurement and attribution solutions: 605 PLATF0RM® and IMP4CT®
605, a global leader in television and cross-platform measurement, analytics and attribution, and Polk Automotive Solutions by IHS Markit, a world leader in data analytics and solutions, announced the expansion of their existing collaboration. Through the deal, 605 will further integrate Polk Automotive Audiences and Polk Signals, including anonymized vehicle sales within the company’s TV measurement and attribution products 605 PLATF0RM® and 605 IMP4CT.
The partnership expansion marks another move in 605’s growing commitment to the future of TV advertising, which encompasses the entire lifecycle of planning, optimization, attribution, and eventually, prediction. The addition of Polk Automotive Solutions will enhance the planning capabilities of programmers, advertisers and agencies that leverage 605 PLATF0RM® by planning and measuring effective TV campaigns against a variety of Polk Automotive Audiences including ‘competitive owners’ and ‘in-market auto intenders.’ Clients will benefit from the integration of Polk Signals in the optimization and attribution stages by leveraging 605 IMP4CT® and the ‘always on capability’ to track real-time purchase signals of TV and to tie campaign exposure to vehicle sales.
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“This expanded collaboration with IHS Markit ensures that our 605 PLATF0RM® and 605 IMP4CT® solutions are leveraging the automotive industry’s deepest and most robust data to provide clients and stakeholders with the most useful real-time measurement, optimization and attribution insights.”
“Access to quality data is critical in our work to expand 605’s capabilities to support clients through the entire lifecycle of TV advertising,” said 605 Founder and CEO Kristin Dolan. “This expanded collaboration with IHS Markit ensures that our 605 PLATF0RM® and 605 IMP4CT® solutions are leveraging the automotive industry’s deepest and most robust data to provide clients and stakeholders with the most useful real-time measurement, optimization and attribution insights.”
The expanded collaboration builds upon the companies’ previous agreement, which was announced in September 2020. 605 clients will now have access to a wide breadth of fresh segment data on in-market consumers that are primed and ready to convert. From a planning perspective, clients can base campaign decisions and benchmarks around this data while simultaneously exploring key drivers of campaign performance in real-time, adjusting campaign-based variables – including creative, audience segment, network, daypart and media property – in-flight to ensure the right audiences are being targeted and optimized.
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“We look forward to this next phase of collaboration with 605,” said Scott Hedges, Head of Media Sales, Polk Automotive Solutions, IHS Markit. “The ability to inform marketing and advertising decisions with meaningful automotive signals, moving beyond legacy measurement, will be a competitive advantage for automotive advertisers in the future of TV advertising. We are proud that Polk Automotive Solutions is helping support this industry shift.”
This expansion also underscores 605’s differentiating factor of using quality data. The 605 database includes more than 1.3 trillion lines of data, with the company onboarding 300 million viewing events each night, resulting in two billion records of daily anonymized viewing activity. Similarly, the Polk Automotive Solutions suite of products is built on the industry’s most comprehensive US vehicle data and insights.
605 PLATF0RM® is the company’s self-service, web-based application that matches deterministic data from 605’s viewership panel of over 22 million households with household-level data from third-party providers for measurement purposes. 605 IMP4CT® is the company’s state-of-the-art proprietary measurement and attribution product.