For the second time this month, Orbee finalized an integration with the intention of benefiting its dealer clients.

The one announced on Wednesday involved EMG, which generates streaming advertising measurements and optimization solutions for the automotive industry.

The customer experience middleware provider highlighted the goal of its integration with EMG. It’s meant to make it easy for dealership groups with internal agencies to bring these burgeoning channels in-house and to activate complex advertising audiences and journey-based advertising through streaming campaigns on connected television and radio.

With streaming channels becoming increasingly prevalent for audience engagement, Orbee said dealerships must tap into this channel to reach their in-market car shoppers centered around their first-party data.

Orbee’s middleware can empower dealers to orchestrate audiences by interconnecting a wide array of data sources. These sources include first-party data from dealers’ DMS, CRM, and website, as well as third-party enrichment providers.

Orbee explained data enrichment supplements existing databases with valuable information such as vehicle ownership, income, lifestyle, behavioral scores, and other relevant attributes.

Then, Orbee said dealers can effectively conquest new audiences from a variety of sources, expanding their overall reach. These refined audiences across a dealership group can then be leveraged within EMG’s platform for targeting in connected media campaigns.

The results can make streaming TV and radio a viable channel worth automating with new technology, according to Atul Patel, who is co-founder and CEO of Orbee.

“We are excited to integrate with EMG to provide large dealership groups with another way to reach their active car shoppers across all the media channels where they consume content today,” Patel said in a news release.

The companies added that the integration can streamline the campaign planning and execution process, beginning with building a specific audience with attributes that would resonate with the creative for a streaming TV video ad or a digital audio ad.

Once the audience is built within Orbee, it is pushed to EMG’s platform, where users can also decide what placements would be best suited to their audience and campaign.

EMG pointed out that it has access to all major programmatic ad buying platforms as well as relationships with the top streaming service providers in the country.

“We are excited to integrate with EMG to provide large dealership groups with another way to reach their active car shoppers across all the media channels where they consume content today,” said Patel, who also was involved in the early days of streaming video and audio, participating in the IAB committee that created the original VAST and VPAID tags and bringing dynamic video ad serving to connected TV operating systems and apps.

“This integration furthers our goal to make these channels viable by streamlining the activation, creative and measurement process with our middleware,” Patel went on to say.

Brett Hall is vice president of sales and marketing at EMG.

“By pairing Orbee’s advanced segmentation and analytics with EMG’s extensive media buying expertise, large dealership groups can now trace the effectiveness of specific segments and ads and adjust their strategies dynamically for the greatest chance of a qualified buyer walking through their door,” Hall said.

Earlier this month, Orbee integrated with phone system and call analytics provider Car Wars in a partnership designed to enrich shopper profiles with advanced voice data and facilitate a deeper understanding of shoppers’ behavior before, during and after voice conversations.