Hudson MX and Comscore in Auto TV Audience Data Deal

In the US, software company Hudson MX has partnered with Comscore to enable local TV advertisers to buy inventory against automotive audiences from IHS Markit (formerly Polk), at scale.

Through Hudson MX's AgencyCloud, Comscore's IHS Markit automotive data will be integrated into the former firm's 'BuyerAssist' flagship product, which is used to process $2 billion of local media buys. The Comscore IHS Markit data being integrated into the Hudson MX platform is based on a match of a home's viewing against their automotive purchase history and inclination to make future vehicle purchases and service preferences.

Will Batson (pictured), co-founder and Chief Revenue Officer of Hudson MX, comments: 'We learned from digital that targeted audience data makes inventory more valuable, but until now, activating this data at scale has been far too cumbersome due to the extensive labor and time required by the legacy systems. Through our software, we are empowering automotive clients, agencies, and local broadcasters to benefit from unprecedented behavioral intelligence and functionality'.

Web sites: www.hudsonmx.com and www.comscore.com .