• Simpli.fi, a demand-side ad platform (DSP), announced its acquisition of CoreMedia Systems, an enterprise-level ad marketplace and analytics platform for performance marketing, for an undisclosed amount.

• The acquisition would strengthen the existing technology integration between the two platforms and enable users to purchase linear and connected TV (CTV) advertising as well as other forms of programmatic advertising, including mobile, video, display, native, and social. Users would also be able to leverage CoreMedia’s analytics tools, such as attribution reporting and performance analytics, to optimize media placements.

• With the acquisition, Simpli.fi expands its user base to more than 1,500 and its employee count to 500+.

• CoreMedia Systems’ platform is used by media agencies and retail marketers to purchase ads across multiple channels and to analyze their performance. The firm, which has been in operation since 1992, also provides marketing consultancy services to firms. As of January 2022, CoreMedia Systems had more than 100 clients and 34 employees. 

<ul><li> Analyst QuickTake : Given CoreMedia's specialization in CTV and other display-based advertising, Simpli.fi hopes to gain an edge in the CTV ad buying space, which is one of the fastest-growing advertising segments. Other ad marketplaces, such as Outbrain , have also been strengthening their capabilities in the space. Outbrain introduced native advertising solutions and announced its purchase of Vi , a contextual video intelligence platform.</ul>