Leading TV ad planning, buying & measurement platform company partners with Polk Automotive Solutions by IHS Markit, a best-in-class automotive intelligence resource, to offer auto brands seamless access to new vehicle buyers on the largest source of Multiscreen TV in the US

Ampersand, the audience-first TV advertising sales and technology platform company, announced it has integrated 500+ custom Polk Audiences by IHS Markit into the AND Platform, Ampersand’s TV ad planning, buying and measurement platform launched at the beginning of 2020. Polk Audiences are available today to all clients on both the managed service and self-service versions of the AND Platform. Representing the single largest source of multiscreen TV inventory in the industry, encompassing linear and streaming, the AND Platform™ provides marketers with reach across 85 million households, 120 cable networks and more than 60% percent of all addressable households.

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The 500+ custom Polk Audiences all fall under three primary top-level categories: In-Garage (Likely Ownership), Loyalty, and In-Market Audiences, which are all further segmented by every auto brand and nameplate in the industry.

This new offering is frictionless for all automakers and dealers to activate their audiences. With accessibility to Ampersand’s AND Platform, auto brands can now achieve greater efficiencies and improved effectiveness through precise audience reach. This “audience first” approach goes well beyond age and gender and is an important step in that evolution for all automotive marketers.

“Polk Automotive Solutions combine decades of auto transaction data, vast consumer insights and cutting-edge AI to predict future auto buying behavior,” said Marty Shelata, Ampersand’s SVP of Automotive Partnerships. “Through our expanded partnership, Ampersand can connect auto brands and dealers to new vehicle buyers with precision and ease, delivering cross-tier advanced TV campaigns – at local, regional and national levels.”

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“Automotive marketers are recognizing the opportunity that Ampersand’s AND platform delivers in simplifying audience-based TV buying,” said Joe Kyriakoza, Vice President and General Manager, Polk Automotive Solutions, IHS Markit. “Making our Polk Audiences available on the platform helps auto marketers leverage the most qualified consumers for their advanced TV campaigns with ease.”

Polk Automotive Solutions offers the most robust automotive data assets available, built on the industry’s most comprehensive vehicle databases across the United States IHS Markit’s best-in-class market reporting, audience, and measurement capabilities span 30 years of ownership history and 125MM marketable households –multi-sourced to guarantee accuracy.

The AND Platform is the first advanced TV platform to centralize every step of the campaign planning and buying process within a simple interface for both local and national TV buying. Fueled by anonymized and aggregated viewership insights from nearly 40 million households, with activation on 85 million households, the platform provides the largest scale in TV for executing multi-screen, audience-based buys.

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