• Simpli.fi, a demand-side ad platform (DSP), introduced a new solution for advertisers to place ads exclusively targeted at connected tv (CTV) viewers.  

• The firm claims that the solution will eliminate the duplication of linear and CTV advertising campaigns while extending a campaign's reach into streaming-only households.     

• The solution will also leverage Simpli.fi’s ad attribution capabilities to provide performance measurement for TV advertisers. 

<ul><li> Analyst QuickTake: Simpli.fi joins a long list of adTech firms entering the CTV space which has experienced strong growth where a recent Nielsen report revealed that CTV streaming services had overtaken cable tv viewership in the US for the first time in July 2022. The new solution is likely to build on Simpli.fi’s acquisition of Coremedia , an ad marketplace specializing in CTV.</ul>