Simpli.fi
Simpli.fi is a Fort Worth-based programmatic advertising demand-side platform serving 40,000+ advertisers and 1,500+ agencies across automotive, healthcare, political, retail, real estate, and other verticals. It unifies CTV, paid search, paid social, programmatic, native, audio, and DOOH media with Signal Level-AI optimization and location intelligence.
- Company typePrivate
- Founded2010
- HeadquartersFort Worth, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Simpli.fi does
Simpli.fi is a Fort Worth, Texas-based programmatic advertising demand-side platform (DSP) founded in 2010 and operating as a private company backed by Blackstone and GTCR following a June 2021 investment that valued the business at $1.5 billion. The platform serves 40,000+ advertisers and 1,500+ agencies, executing 140,000+ campaigns per month across verticals including automotive, healthcare, multi-location/retail, political campaigns, real estate, B2B, professional services, and travel. Its core proposition is connecting digital advertising exposure to physical-world outcomes through location intelligence, with stated access to 14M+ storefronts for geo-fencing, 130M+ US households for addressable targeting, and 1.5 billion digital audio listeners.
The product architecture combines a "Unified Media" activation layer (CTV, paid search, paid social, programmatic, native, audio, and digital out-of-home) with targeting and optimization modules (geo-fencing at address/ZIP+4 level, unified search/contextual/LLM keyword targeting, and ABM/CRM/first-party data activation) all driven by a proprietary "Signal Level-AI" that learns which digital and real-world attributes predict action and reallocates budget to the strongest signals per location. Acquired brands extend the platform into agency back-office software: CoreMedia for media management and attribution modeling, Advantage for project/accounting/media planning, and Bidtellect (acquired 2023) for native and contextual. The platform integrates QuickBooks and major supply sources such as NBCUniversal/Peacock and SiriusXM Media podcasts, holds SOC 2 Type 2 compliance, and offers HIPAA-compliant advertising workflows.
Simpli.fi monetizes through three primary streams: programmatic media buying fees on managed DSP spend across channels (the largest by customer count and campaign volume), managed-service fees for full-service campaign execution by certified experts under multi-year contracts, and recurring subscription/license revenue from CoreMedia and Advantage agency software. The go-to-market is sales-led and enterprise-focused, with dedicated vertical specialists (political, healthcare, automotive, multi-location, franchise), agency channel partners, and a certified training program (Bullseye) supporting platform adoption across the installed base.
Simpli.fi firmographics
Firmographics- Name
- Simpli.fi
- Legal name
- Simpli.fi
- Website
- https://simpli.fi
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Simpli.fi is a Fort Worth-based programmatic advertising demand-side platform serving 40,000+ advertisers and 1,500+ agencies across automotive, healthcare, political, retail, real estate, and other verticals. It unifies CTV, paid search, paid social, programmatic, native, audio, and DOOH media with Signal Level-AI optimization and location intelligence.
- Ownership category
- akta.pro rank
Simpli.fi industry classification
Industry- Product category
- Programmatic Advertising Platform (Demand-Side Platform)
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (54183), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
- akta.pro secondary industries
- Programmatic Display & Video (DSP/RTB) (BPAFACAC), Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH), Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles) (MPAHAJAO)
Keywords
Where Simpli.fi is headquartered
LocationHeadquarters
- HQ city
- Fort Worth
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Simpli.fi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Advertising Platform: Simpli.fi operates as a demand-side platform (DSP) enabling advertisers to buy programmatic advertising across multiple channels including CTV, display, video, native, mobile, audio, and DOOH. Revenue generated through media buying fees and platform management.
- Managed Service / Agency Services: Full-service campaign management including certified experts handling keyword strategy, ad creation, optimization, and performance tracking. Revenue from managed service fees alongside media spend.
- Software Solutions (CoreMedia & Advantage): Agency management software including CoreMedia (media management) and Advantage (project management, accounting, media planning). Revenue from software licensing and subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Managed Service Model - Full-service campaign management |
| Other | Monthly | Cross-device attribution feature available at no additional cost |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Simpli.fi product offering
Product offeringCore offering
Simpli.fi operates a programmatic demand-side platform (DSP) that enables advertisers to buy and optimize omnichannel media—including CTV, paid search, paid social, programmatic, native, audio, and DOOH—through a single managed-service platform. Its core differentiator is location intelligence and Signal Level-AI, which connects digital intent with physical consumer movement using address-level geo-fencing across 14M+ storefronts and 130M+ US households. The company also offers agency workflow software (CoreMedia and Advantage) for media management, accounting, and project management, serving over 40,000 advertisers and 1,500+ agencies.
Product overview
Simpli.fi is a real-world media platform combining a programmatic DSP with omnichannel advertising capabilities and location intelligence. The platform architecture consists of Unified Media Solutions (CTV, Google Paid Search, Paid Social, Programmatic, Native, Audio, DOOH) powered by Targeting & Optimization tools (Geo-Fencing, Keyword Targeting, ABM/First-Party Data), all driven by Signal Level-AI optimization. The company also offers a Software Management Suite including CoreMedia (media management software) and Advantage (agency workflow software with finance, media planning, and project management modules). Industry-specific solutions cover automotive, B2B, franchise, healthcare, home services, multi-location, political, professional services, real estate, retail, and travel verticals. Supporting resources include Video Hub, Trust Center, and platform training through Bullseye certification program.
Differentiator
Problem solved
Functional benefit
Brands
- CoreMedia: Robust direct response media management software allowing media buying teams to follow impressions to action with attribution modeling solutions.
- Advantage
Products and services
- Real-World Media Platform Flagship programmatic DSP platform connecting digital intent with physical consumer movement. Enables brands to reach audiences across CTV, programmatic display, native, audio, and DOOH with location-level targeting and measurement.
- Connected TV (CTV) Premium streaming TV advertising solution enabling advertisers to reach audiences on smart TVs and streaming devices including Netflix, Peacock, and NBCUniversal, with household-level targeting and location intelligence.
- Google Ads (SEM) Managed search advertising service in which certified Google Ads professionals handle keyword strategy, ad creation, optimization, and performance tracking to capture high-intent audiences.
- Paid Social Social media advertising solution managing campaigns across Meta, YouTube, LinkedIn, and premium video streaming destinations with AI-driven optimization.
- Native Advertising Native ad format that blends with surrounding editorial content, powered by proprietary bid factoring technology, delivering higher engagement than traditional display through contextual placement and advanced audience targeting.
- Programmatic Audio Programmatic audio advertising reaching 1.5 billion digital listeners across podcasts, streaming music services, and digital radio, with optional clickable companion display ads.
- Digital Out-of-Home (DOOH) Digital out-of-home advertising activating campaigns across premium screens in high-traffic environments (transit hubs, malls, gyms), powered by location intelligence and real-world consumer movement data.
- Geo-Fencing Location-based targeting solution creating precise virtual boundaries around physical locations, from competitor storefronts to specific property lines, targeting consumers based on visits with recency windows.
- Keyword Targeting Comprehensive keyword solution combining Search, Contextual, and LLM targeting to capture consumer intent across search engines, web content, and AI chatbot conversations.
- ABM / First-Party Data Targeting Account-based marketing and CRM data activation solution combining first-party data, intent signals, and audience expansion to reach decision-makers and key customer segments.
- CoreMedia Direct response media management software enabling media buying teams to follow impressions to action with attribution modeling solutions across broadcast, digital, print, and out-of-home channels.
- Advantage Agency management platform that streamlines project management, accounting, and media planning operations across multiple business functions.
- AI-Driven Advertising Solutions Next-generation AI-powered advertising solutions leveraging Simpli.fi's granular unstructured data set and unmatched campaign volume for optimization.
Quantifiable outcome
- Household-level attribution captures 68% more purchase events, 59% additional qualified online signups, and more than double in-store visits compared to device-based methods
- +3 more outcomes
Companies that use Simpli.fi
Customer profileNamed customers7 records
Segments10 records
Ideal customer profiles4 records
Simpli.fi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability8 records
Feature6 records
Simpli.fi partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and strategic.
- L2 (Political Data Provider)corePolitical data provider integrated with Simpli.fi platform for voter file activation and political audience targeting. Campaigns can build targeted political audiences using L2 data.
- Acxiom (Political Data Provider)coreMajor data provider integrated with Simpli.fi for political audience building. Supports 94%+ match rate for first-party data activation.
- TargetSmart (Political Data Provider)corePolitical data provider enabling campaigns to access current, reliable voter files for targeting and strategy through Simpli.fi's platform.
- The Mighty Media ShopcoreFull-service agency partner that has collaborated with Simpli.fi for over three years on behalf of various advertisers including resort casinos. Relies on Simpli.fi's Native and CTV solutions to drive ROI for clients.
- TRG (The Reserve Group)strategicAgency partner that used Simpli.fi's ZTV product and hyper-targeting capabilities to supplement traditional TV buys for a resort casino client, achieving 98.5% VCR and $9.93 eCPM.
- CoreMedia SystemscoreAcquired provider of performance media management software that enhances Simpli.fi's capabilities in automating media workflows and measuring performance across linear TV, CTV, and digital media. Simpli.fi acquired CoreMedia Systems in January 2022.
- BidtellectstrategicDemand-side platform specializing in contextual and native advertising that Simpli.fi agreed to acquire in March 2023. The acquisition aimed to accelerate development of native and contextual campaigns leveraging Bidtellect's proprietary capabilities.
- ExperiancoreThird-party data provider used for audience segmentation including credit score-based targeting for financial services campaigns.
- Global Media Agency (Healthcare Insurance Client)strategicA global media agency partnered with Simpli.fi to leverage ZTV targeting solution for a national health insurance provider's Medicare Advantage campaign.
- NBCUniversalcoreNBCUniversal inventory is accessible through Simpli.fi, enabling advertisers to reach audiences on Peacock and other NBCUniversal streaming properties.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Simpli.fi competitors and assessment
Company assessmentDirect peers
- Basis Technologies: Basis Technologies (formerly Centro) provides a programmatic ad-buying and workflow platform primarily for agencies. It is comparable to Simpli.fi's CoreMedia/Advantage software stack and DSP, especially in agency-centric omnichannel planning and buying.
- The Trade Desk: The Trade Desk is the leading independent DSP for programmatic advertising across CTV, display, video, audio, and native. It is the most directly comparable competitor to Simpli.fi's omnichannel DSP offering, with deeper global reach but less specialization in geo-fencing and multi-location/real-world media.
- StackAdapt: StackAdapt is a multi-channel programmatic DSP offering native, display, video, CTV, audio, and DOOH with strong audience targeting capabilities. It is a direct competitor in the mid-market and agency DSP space, with comparable location-based and contextual features.
- MediaMath: MediaMath is an enterprise DSP offering programmatic buying across display, video, CTV, audio, and DOOH. After emerging from Chapter 11 under Infillion, it remains a direct competitor in omnichannel DSP, especially for agencies and multi-location advertisers.
- AdRoll: AdRoll is a self-serve programmatic DSP focused on retargeting and multi-channel performance marketing for SMBs and mid-market brands. It overlaps with Simpli.fi on programmatic display, video, and native, though with less enterprise and CTV emphasis.
Others
- Pubmatic: Pubmatic is a sell-side ad tech platform (SSP) operating on the opposite side of programmatic from Simpli.fi. It is comparable as a peer in the broader ad tech stack ecosystem and a potential data/inventory partner, though it does not directly compete as a DSP for advertisers.
Broad incumbents
- Google Display & Video 360 (DV360): Google's DV360 is a broad enterprise DSP tightly integrated with Google Ads, YouTube, and CTV inventory. As a walled-garden incumbent, it competes with Simpli.fi across virtually every channel but lacks Simpli.fi's specialization in geo-fencing and multi-location targeting.
- Amazon DSP: Amazon DSP is a walled-garden programmatic platform offering display, video, and CTV tied to Amazon's commerce and audience data. It is a broad incumbent that competes with Simpli.fi for upper-funnel and retail-driven ad budgets, but operates within Amazon's ecosystem rather than as an independent DSP.
Emerging players
- Choozle: Choozle is a mid-market DSP for programmatic display, video, CTV, audio, and native advertising. It competes with Simpli.fi for multi-location and mid-market brand budgets but at smaller scale and with a self-serve orientation.
- Yelp Ads (Yelp Connect): Yelp Ads offers location-based and local-intent advertising for multi-location and SMB advertisers. While not a full DSP, it competes for multi-location marketing budgets that Simpli.fi targets through its geo-fencing and household-level offering.
Market position
Strengths2 records
Weaknesses6 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Simpli.fi social profiles
Digital presenceSimpli.fi compliance and trust
Trust signalCompliance1 record
Simpli.fi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simpli.fi leadership team
Management profileNumber of profiles
Profiles9 records
Simpli.fi subsidiaries and ownership
Company hierarchySubsidiaries2 records
Simpli.fi funding detail
Funding detailFunding overview
Funding rounds8 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simpli.fi M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simpli.fi
What does Simpli.fi do?
Simpli.fi operates a programmatic demand-side platform (DSP) that enables advertisers to buy and optimize omnichannel media—including CTV, paid search, paid social, programmatic, native, audio, and DOOH—through a single managed-service platform. Its core differentiator is location intelligence and Signal Level-AI, which connects digital intent with physical consumer movement using address-level geo-fencing across 14M+ storefronts and 130M+ US households. The company also offers agency workflow software (CoreMedia and Advantage) for media management, accounting, and project management, serving over 40,000 advertisers and 1,500+ agencies.
Is Simpli.fi a public or private company?
Simpli.fi is a private company. It is classified as private equity controlled and is currently operating.
When was Simpli.fi founded?
Simpli.fi was founded in 2010. It employs 1,001 to 5,000 people.
Where is Simpli.fi based?
Simpli.fi is headquartered in Fort Worth, United States, in the North America region.
How does Simpli.fi make money?
Three revenue lines are on record. Programmatic Advertising Platform is the primary driver. The others are managed Service / Agency Services and software Solutions (CoreMedia & Advantage).
Who are Simpli.fi's main competitors?
Direct peers on record are Basis Technologies, The Trade Desk, StackAdapt, MediaMath and AdRoll. Pubmatic is listed as an others. Broad incumbents are Google Display & Video 360 (DV360) and Amazon DSP. Emerging players are Choozle and Yelp Ads (Yelp Connect).
Does Simpli.fi have an API?
No public API is recorded for Simpli.fi.
What industry is Simpli.fi in?
Simpli.fi's product category is Programmatic Advertising Platform (Demand-Side Platform). Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP), with a secondary code of BPAFACAC, Programmatic Display & Video (DSP/RTB). Its NAICS code is 54181 and its SIC code is 7310.