Simpli.fi, a demand-side ad platform (DSP), announced that it has acquired  Bidtellect, a leading contextual and native DSP, for an undisclosed amount. 

The acquisition enables Simpli.fi to integrate Bidtellect's contextual capabilities, including targeting, optimization, and addressability, with its own advertising automation platform. This integration will enable Simpli.fi to enhance the development of new native and contextual products while also complementing its current ID solutions. Bidtellect will bring new capabilities and services to its clients, such as advanced connected TV (CTV) advertising, precision programmatic targeting, and advertising automation. Additionally, the Bidtellect team will join Simpli.fi post-acquisition.

Bidtellect is an advertising platform that provides performance-driven advertising services, with a specific focus on context-first optimization, cookieless solutions, and native programmatic. Along with these offerings, Bidtellect also provides its partners with campaign insights. The company's context-driven technology enables it to offer carbon reduction and CTV solutions to clients. Its customers include major brands such as Toyota, Shell, Hilton, Honda, and DELL.

Analyst QuickTake: The company's acquisition of CoreMedia Systems (an ad marketplace and management platform) in January 2022 was intended to enhance its presence in display-based advertising, with a particular emphasis on the rapidly-growing CTV market. By adding Bidtellect to its portfolio, the company has further bolstered its position in this key market.