• Simpli.fi, a demand-side ad platform (DSP), introduced political capabilities to its platform. The new enhancements allow advertisers to onboard address lists from data providers or first-party databases and provide same-day uploading of lists directly into the Simpli.fi platform.

• The firm claims that its solution has a 90%+ match rate with a single-day turnaround time, compared to the current industry average of 40%–60% with a turnaround time of up to three to five days. 

• Simpli.fi also stated that it has relationships with the top political data providers including Aristotle, Data Trust, i360, L2, and TargetSmart.

<ul><li> Analyst QuickTake: Political advertising has been a niche segment and hence hasn’t gathered as much recent interest by DSPs compared with other marketing channels such as display-based advertising such as connected TV (CTV). While Simpli.fi has also enhanced its capabilities in display advertising such as through its partnership with Spaceback and its acquisition of CoreMedia , its product enhancements for political advertising may provide it with an edge over its peers in the run-up to the 2022 US mid-term elections.</ul>