Simpli.fi, a leader in programmatic advertising and workflow software, has announced a major expansion of its Connected TV (CTV) suite. This new suite is designed to provide advertisers with greater pricing flexibility and enhanced control over inventory quality, addressing the challenges of modern CTV advertising and helping companies of all sizes effectively engage their target audiences.

Key Features of Simpli.fi's Expanded CTV Suite

• Streaming TV Tiers:

  • Simpli.fi introduces four distinct streaming TV tiers, allowing advertisers to customize their solutions according to their needs and budgets.
  • Each tier offers different inventory sources, targeting options, and features, ensuring that advertisers can tailor their strategies to fit their specific requirements.
  • Regardless of the selected tier, advertisers will benefit from Simpli.fi’s extensive premium publisher network.

• CTV Choice:

  • The CTV Choice feature within Simpli.fi’s Streaming TV Tiers allows advertisers to create a premium allow list for serving ads on pre-approved publishers.
  • This feature streamlines targeting and provides more control over where ads are placed, ensuring that campaigns align with brand standards and deliver a competitive price point.

Industry Context

• Shift in Viewing Habits:

  • According to eMarketer, linear TV viewing in the U.S. has dropped below 50% for the first time, highlighting the increasing dominance of streaming platforms.
  • Advertisers must adapt to this shift by effectively navigating the vast array of streaming content, maintaining brand safety, and optimizing ROI.

• Simpli.fi’s Response:

  • Simpli.fi’s expanded CTV suite is designed to meet these challenges head-on, offering solutions that enhance brand reputation and safety while maximizing advertising effectiveness.

Enhanced Targeting and Attribution

• Advanced Targeting Options:

  • Simpli.fi’s CTV suite provides robust targeting capabilities, including ZIP code level targeting using Automatic Content Recognition (ACR) data and U.S. Census data.
  • Advertisers can also leverage third-party segments, geo-fencing, event targeting, keyword search, site retargeting, and more.

• Optimized Attribution:

  • The suite’s targeting and attribution features are designed to help advertisers accurately measure campaign performance and ensure that ads reach the right audience.

Statement from Simpli.fi Leadership

Paul Harrison, co-founder and CTO at Simpli.fi, commented: “Given the growing consumer interest in streaming, it is our goal to ensure that no company sees cost or brand safety as barriers to effective, impactful CTV advertising. By creating different streaming tiers at various price points, we are giving advertisers the opportunity to adapt their strategies based on their budget so they can get their ads in front of the right consumers. And through our targeting options and allow list capabilities, customers, SMBs, and agencies of any size can reach target audiences without sacrificing control of their brands.”

Simpli.fi’s expanded Connected TV suite offers a comprehensive solution for modern advertisers looking to navigate the dynamic streaming landscape. With customizable pricing tiers, advanced targeting options, and enhanced control features, Simpli.fi empowers companies to achieve their advertising goals effectively while maintaining brand safety and optimizing ROI.