Polk Brings Offline Auto Data To Online Ad Targeting
Automotive data company Polk collects and analyzes data related to registration and title information, new vehicle transactions from all the major manufacturers, and even vehicle financing data. Working with companies like Datalogix, with whom Polk has a years-long partnership, the company is able to bring this offline data into the online world.
"Polk has some model vehicle behaviors on what is likely owned today and what is likely going to be their purchasing behavior," explained John McBride, digital practice leader at Polk. "Datalogix has created basically a cookie pool where they can help us assign those likely vehicle behaviors to an Internet cookie. We bring the automotive buying behaviors. Datalogix brings in the ability to enable those behaviors...for digital ad targeting."
McBride spoke with AdExchanger recently about ways manufacturers leverage Polk's data, the value of automotive data, and Polk's challenges and goals when it comes to measurement.
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