Simpli.fi

Simpli.fi, previously known as a Demand Side Platform (DSP), has undergone rebranding and is now offering an all-in-one advertising success platform. This platform offers a range of programmatic solutions, workflow software, and managed services. With its Demand Side Platform (DSP), Simpli.fi allows businesses and advertising agencies to purchase programmatic ads from various channels such as social media, mobile, radio, Out of Home (OOH), addressable marketing, and connected TV. The DSP platform can either be used as a self-serve platform that offers automated features to manage campaigns of any size, or as a managed service, where Simpli.fi's team provides advice and manages ad campaigns. The platform also gives access to approximately 120 million address-level identity graphs for advertisers to conduct targeted advertising across different geographies and households while providing analytics such as real-time foot traffic conversion to assess the Return on Ad Spending (ROAS). As of October 2021, Simpli.fi’s platform supported more than 120,000 digital ad campaigns for 30,000 advertisers.

Simpli.fi also offers “transaction value reporting” (added in November 2020) that enables users to discern additional consumer insights. This feature was added in response to the growing demand for its platform from direct to consumer (D2C) brands, which has seen an uptick in activity in light of the Covid-19 pandemic. In April 2022, the firm added political advertising capabilities to its platform, claiming that its solution has a 90%+ match rate with a single-day turnaround time. In August 2022, the firm introduced a connected TV (CTV) advertising solution enabling advertisers to place ads exclusively targeted at CTV viewers.   In November 2023, unveiled its TV Ad Insights Dashboard , which gives advertisers insights into streaming and linear TV advertising trends at the ZIP code level. 

In January 2021, Simpli.fi acquired Advantage Software; an agency management software provider that has solutions for project management, media management, and accounting specialized for ad agencies. With this acquisition, Simpli.fi has expanded its product offerings beyond DSP, and the software can be fully integrated into its DSP. Simpli.fi also acquired CoreMedia systems , an ad marketplace & management platform (January 2022) to extend its capabilities in the connected tv (CTV) and other display-based advertising space. Recently, in February 2023, the firm acquired Bidtellect, a leading contextual and native DSP, to enhance its contextual and native campaign performance.

Key customers and partnerships

Simpli.fi has entered into partnerships including with Spaceback , a content creation platform specializing in social display ads as well as with Google and YouTube ads to expand the number of marketing channels covered by its platform. 

In July 2023, the company partnered with Audigent, a data agency, to introduce a customized private marketplace (PMP) curation solution.

Funding and financials

A majority stake in Simpli.fi was acquired by GTCR; a private equity firm, in August 2017. Subsequently, in June 2021, the Blackstone Group made a significant investment in Simpli.fi in June 2021 that valued the firm at USD 1.5 billion.