Simpli.fi

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.

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

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

• Programmatic advertising
• Demand-side platform
• Location-based targeting
• Connected TV advertising
• Geo-fencing marketing

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers7 records

Segments10 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and strategic.

• L2 (Political Data Provider)coreTechnology or IntegrationPolitical 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)coreTechnology or IntegrationMajor data provider integrated with Simpli.fi for political audience building. Supports 94%+ match rate for first-party data activation.
• TargetSmart (Political Data Provider)coreTechnology or IntegrationPolitical data provider enabling campaigns to access current, reliable voter files for targeting and strategy through Simpli.fi's platform.
• The Mighty Media ShopcoreChannel Partner/ Reseller/ DistributorFull-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)strategicChannel Partner/ Reseller/ DistributorAgency 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 SystemscoreTechnology or IntegrationAcquired 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.
• BidtellectstrategicTechnology or IntegrationDemand-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.
• ExperiancoreTechnology or IntegrationThird-party data provider used for audience segmentation including credit score-based targeting for financial services campaigns.
• Global Media Agency (Healthcare Insurance Client)strategicChannel Partner/ Reseller/ DistributorA global media agency partnered with Simpli.fi to leverage ZTV targeting solution for a national health insurance provider's Medicare Advantage campaign.
• NBCUniversalcoreTechnology or IntegrationNBCUniversal 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

Direct 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

• LinkedInlinkedin.com/company/simpli.fi
• Xx.com/simpli_fi
• Facebookfacebook.com/SimplifiPlatform

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds8 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simpli.fi