Frost Prioleau

Executive Chairman at Simpli.fi

Building Simpli.fi into a leading programmatic DSP for local and independent agencies through unstructured data targeting, geo-fencing, and addressable advertising — and championing privacy-resilient alternatives to cookie-based targeting.

OperatorFort Worth, Texas, United States15+ years in industry

Last updated Jun 2, 2026 by the ATDb Editorial Team

Bio

Frost Prioleau is Executive Chairman of Simpli.fi, the programmatic advertising platform he co-founded in 2010 and led as CEO for roughly 15 years. He transitioned to Executive Chairman in June 2025 when Cali Tran was appointed CEO. Under his leadership Simpli.fi grew into a major programmatic and agency-platform provider backed by Blackstone and GTCR.

Previous Roles

Co-Founder

Simpli.fi (2010-present)

Expertise

Programmatic AdvertisingDemand-Side Platforms (DSP)Geo-Fencing & Location TargetingAddressable AdvertisingConnected TV (CTV) AdvertisingUnstructured Data TargetingLocal & Localized AdvertisingCookieless Targeting

Education

BA, Vanderbilt University
MBA, Harvard Business School

Notable Achievements

Co-founded Simpli.fi and scaled it to serve thousands of independent agencies as a leading programmatic DSP
Secured a major growth equity investment from Blackstone in 2021, valuing Simpli.fi as a significant AdTech platform
Pioneered unstructured data targeting methodology as a privacy-resilient alternative to cookie-based audience segmentation
Expanded Simpli.fi's platform to include CTV, OTT, and addressable TV advertising capabilities

Awards

Frequently recognized in AdTech trade media as a leading programmatic innovator

Speaking Topics

Programmatic advertising for local and independent agenciesGeo-fencing and location-based targetingCookieless and privacy-first advertising strategiesConnected TV and addressable advertisingUnstructured data and its role in audience targeting

Publications

Contributor to AdExchanger on programmatic and local advertising trends
Contributor to Street Fight on local digital advertising technology

Board Memberships

Simpli.fi

Connections