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R.L. Polk & Co. was acquired in 2013 by IHS, which merged to become IHS Markit in 2016. In February 2022, IHS Markit merged with S&P Global. The Polk Automotive Solutions product suite is available from S&P Global Mobility, a division of S&P Global, which provides insight and intelligence across the entire automotive value chain from product planning, aftermarket, sales and marketing. Our Polk Automotive Solutions portfolio leverages the industry’s most comprehensive US vehicle data sets to deliver industry-leading audience, measurement, and insight products spanning the entire car-buying lifecycle. Our offerings include: Polk Audiences, Polk Signals, and Polk Data Services.
Polk Audiences are available in all marketing and media channels including linear and advanced TV, digital, websites, social, out-of-home, direct mail, and email. Our curated Polk Audiences are available in the LiveRamp Data Store, Oracle Data Cloud's Blue Kai, and most major media platforms. Audience packages are also available through Brand Direct, a transaction process for clients that have a direct relationship with Polk Automotive Solutions.
Polk Audiences are predictive models created from insights found in the most robust automotive data in the industry. With over 30 years of owner and vehicle history, the suite of Polk Audiences are not limited to sample data, but built from comprehensive analytics stemming from new, used and service transactions of each vehicle make and model sold in the United States.
Yes. Polk Audiences are predictive models built from the most robust automotive data in the industry. Unlike other providers, Polk Audiences are not restricted to sample data, but built from comprehensive insights and analytics that span over 30+ years of vehicle transactions in the United States.
Polk Audiences are designed to support any automotive marketing strategy, whether you are marketing vehicles, parts and service, motorcycles, recreational vehicles, or automotive finance and insurance. From retail events to vehicle launch campaigns, we have you covered with Polk Audiences: owner, in-market, and a newly designed taxonomy for EV owner and EV in-market audiences.
Polk Signals identify the automotive attributes most relevant to automotive marketers, including transactions for both new and used vehicles. Our comprehensive data set gives marketers insights into vehicles sold, whether they are new vehicles, used vehicles, your brand, or competitive brands.
Yes. All Polk data complies with the Driver’s Privacy Protection Act (DPPA) and as a result, is compliant with all other relevant automotive data privacy laws.
Choose from available Polk Audience packages to directly onboard into Meta/Facebook platforms for activation. Utilizing your existing dealer ad account, through Polk Auto Direct, your selection of Polk Audiences will be sent to your Facebook account within 10 days of purchase.
By Direct Mail:
Select up to six audience segments and create a custom mailing up to 15,000 of the best prospects in your area. For every direct mail audience created, your prospect’s names and addresses will be made immediately available for download to deploy through your preferred vendor.
