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Automotive

Polk Automotive Solutions

The source of truth for auto data and insights

Our IHS Markit team of automotive experts partner closely with automotive OEMs, dealers, and affiliate industries to deliver industry-leading audience, measurement, and insight products. The Polk Automotive Solutions suite of products are built on the industry’s most comprehensive US vehicle data assets, ensuring our capabilities span the entire car-buying lifecycle. We deliver a frictionless experience for our customers across all marketing and media channels including linear and advanced TV, digital, websites, social, out-of-home, direct mail, and email.


Learn more about our strategic approach to COVID response and recovery in this Audience Action Plan infographic.

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Products and Solutions

Polk Audiences
Polk Audiences

Built to drive sales, not just traffic. Activate US audiences that deliver on your marketing strategy

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Polk Demand Signals
Polk Demand Signals

Get fast, accurate results from US marketing efforts - across any channel

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Polk Data Services
Polk Data Services

Cleanse, update, score and enrich your US automotive CRM and lead databases

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FAQs

Who owns Polk?
In July 2013, IHS Markit, acquired R. L. Polk & Co., including Polk and CARFAX. Polk Automotive Solutions by IHS Markit is a suite of solutions built by our automotive experts, leveraging the industry’s most comprehensive US vehicle data sets to deliver industry-leading audience, measurement, and insight products. Our suite of solutions span the entire car-buying lifecycle to create Polk Audiences, Polk Demand Signals, and Polk Data Services.
Where are Polk Audiences available?

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 24/7 in the LiveRamp Data Store, Oracle Data Cloud's Blue Kai, and most major media platforms.

Are Polk Audiences built from sample data?
Polk Audiences are predictive models created from insights found in the most robust automotive data in the industry, spanning over 30+ years. The suite of Polk Audiences are not limited to sample data, but built from comprehensive analytics of new and used transactions of each vehicle make and model sold in the United States.
What marketing strategies can Polk Audiences support?
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 Owner Audiences,  Polk In-market Audiences, and Polk B2B Audiences.  
Do Polk Demand Signals include vehicle sales for campaign measurement?
Polk Demand 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.
How frequently are Polk Demand Signals updated for campaign measurement?
Polk data is updated daily, making Polk Demand Signals the ideal automotive source for campaign analytics, creative, and bid optimization.
Are Polk Audiences CCPA compliant?
Polk Audiences and Polk Demand Signals comply with all relevant privacy laws.

Events

IHS Markit Webinar 08 October 2020

Global Trend and Outlook on Connected Car and (...)

Global Trend and Outlook on Connected Car and Serv (...)

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IHS Markit Briefing 01 October 2020

2020 Europe Automotive Briefing

The coronavirus disease 2019 (COVID-19) pandemic c (...)

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IHS Markit Briefing 13 October 2020

2020 Asia Automotive Briefing

The coronavirus disease 2019 (COVID-19) pandemic c (...)

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