Simpli.fi

Leading localized programmatic DSP with strong CTV and addressable geofencing capabilities, particularly favored by agencies, media companies, and political advertisers

Simpli.fi is a leading demand-side platform (DSP) built around the concept of leveraging unstructured data to power highly targeted, localized programmatic advertising. Founded in 2010 and headquartered in Fort Worth, Texas, the company enables advertisers, agencies, and media companies to execute precise audience targeting across connected TV (CTV), display, mobile, video, and streaming audio. Its platform is particularly distinguished by its ability to use granular, real-world data signals — including search data, contextual signals, and geographic data — to reach audiences at the local level with national-scale efficiency. Simpli.fi serves a broad range of clients including local businesses, multi-location brands, political advertisers, and media companies. The platform is widely used by agencies and resellers who white-label its technology to deliver programmatic solutions to their own clients. Its Addressable Geofencing and CTV targeting capabilities have made it a go-to platform for political and advocacy campaigns, as well as for franchise and retail brands seeking hyper-local reach. In 2021, Simpli.fi received a significant growth investment from Blackstone and Primus Capital, accelerating its expansion into CTV and further development of its platform. The company has grown substantially through both organic growth and strategic acquisitions, including the acquisition of Frequence, a media planning and workflow automation platform. Simpli.fi occupies a strong mid-market and enterprise position in the programmatic ecosystem, competing with larger DSPs while differentiating on local targeting depth, ease of use, and white-label flexibility.