Simpli.fi, a provider of programmatic advertising solutions and agency management software, recently announced the acquisition of CoreMedia Systems, a provider of media management and response analytics software. The move is expected to help the companies deepen their current integration and automate the purchasing and analysis of linear TV and connected TV (CTV) together and other programmatic advertising forms. These include mobile, addressable, display, video, social, and native.
Further, the combination of workflow automation and attribution reporting integration is expected to help performance advertisers execute and measure media purchases in a more effective way as well as drive improved performance from their media placements.
@simpli_fiOpens a new window Acquires #CoreMediaOpens a new window Systems, Leading #SoftwareOpens a new window Platform for Performance Media Management and Analytics #martechOpens a new window #marketingOpens a new window #TechnologyOpens a new window #techOpens a new window
— MarTech Series (@MarTechSeries) January 26, 2022Opens a new window
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The Key Motivator Behind the Acquisition
Simpli.fi has focused on automating media purchases for agencies and advertisers for a long time. It has also focused on streamlining their workflows and helping them improve their advertising performance. Last year, the company acquired Advantage SoftwareOpens a new window , an agency ERP developer, with an intent to deliver enhanced productivity and performance for ad agencies. The acquisition also aimed to provide the advertising industry with improved workflows across various media types at different stages like planning, buying, accounting, tracking, and reconciliation. Earlier this year, the company partnered with DatonicsOpens a new window to provide advertisers using the Simpli.fi platform enhanced accuracy, scale, depth, and range of data segments for CTV targeting.
CoreMedia Systems is a Advantage Software company. With its acquisition, Simpli.fi intends to strengthen and expand its workflow automation capabilities, making it possible for ad agencies to automate more operations and enhance their ad performance.
Talking about the acquisition, Frost Prioleau, CEO, Simpli.fi, saidOpens a new window , “We are excited to add the CoreMedia team to the Simpli.fi family. By joining forces and deepening the integration of our platforms we will be able to deliver powerful new capabilities that integrate the planning and buying of linear and connected television.â€
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“The combination of Simpli.fi and CoreMedia is as natural as it gets, with a common independent ad agency base and offerings that now include both linear TV buying, performance, and attribution as well all forms of programmatic including CTV, addressable, mobile, video, display, native, and social. Simpli.fi’s unstructured data set is the foundation for our joint, best-in-class omnichannel solutions,†saidOpens a new window Glenn DeKraker, CEO, CoreMedia.
Simpli.fi has already acquired a few other companies, and this is the fourth acquisition since its inception in 2010.
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