Nielsen adds IHS Markit Polk Automotive data to audience segments

The partnership will combine data from IHS Markit’s Polk Automotive Solutions with Nielsen tools to offer marketers more insight on new and used vehicle transactions and automotive behaviour data.  

Nielsen automotive clients will be able to plan their media using Polk Audience segments and personalise advertising messages based on criteria including buying stage and vehicle attributes.

Nielsen Audience Segments for Polk Audiences are available in the Nielsen Auto Cloud. The data will also be used for TV outcomes measurement.

Over the next 12 months, Nielsen plans to continue to expand Polk Automotive Solutions into other areas including planning, audience measurement and outcomes.

Joe Kyriakoza, vice-president and general manager, Polk Automotive Solutions by IHS Markit, said: "Optimisation and measurement utilising Polk data helps the industry move beyond basic tools and legacy metrics toward evaluating actual sales activity."