Ampersand in Polk 'New Vehicle Buyer' Data Deal

In the US, data-driven TV ad sales and tech platform Ampersand has partnered with sector specialist Polk Automotive Solutions, to offer auto brands access to new vehicle buyers for use in their TV campaigns.

Polk Automotive Solutions offers data assets built on the firm's vehicle databases across the US, and parent company IHS Markit's market reporting, audience and measurement capabilities spanning 30 years of ownership history and 125 million marketable households. Through the deal, Ampersand has integrated more than 500 custom Polk Audiences into its recently launched AND TV ad planning, buying and measurement platform, which provides marketers with reach across 120 cable networks, and more than 60% of all addressable households. According to the firms, access to the AND Platform will give auto brands precise audience reach, beyond age and gender.

Marty Shelata (pictured), Ampersand's SVP of Automotive Partnerships, comments: 'Polk Automotive Solutions combine decades of auto transaction data, vast consumer insights and cutting-edge AI to predict future auto buying behavior. 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.'

Web sites: www.ampersand.tv and www.ihsmarkit.com .