Simpli.fi Connected TV advertising solution

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Programmatic advertising platform Simpli.fi has unveiled what it says is a significant enhancement of its advanced TV capabilities, including nationwide addressable targeting, intent-based behavioural targeting, and granular demographic targeting for OTT and Connected TV (CTV) inventory.

In addition to launching three methods of audience targeting on OTT/CTV inventory, Simpli.fi’s solution now also delivers the ability to target inventory at the screen size.

The company says that the new capabilities, coupled with its transparent reporting, provide Simpli.fi customers with a powerful and comprehensive solution to deliver advanced TV advertising to highly targeted audiences.

As nearly two-thirds of US households have access to a connected TV device, according to Nielsen figures and the usage of these devices in the OTT/CTV landscape continues to grow rapidly, Simpli.fi suggests that it is more important than ever that marketers have a scalable way to target these audiences using both traditional demographic data as well as behavioural and intent-based data commonly used in programmatic advertising.

Simpli.fi’s OTT/CTV solution now supports three “unique” methods for advertisers to target their key audiences:

  • Addressable – The ability to target OTT and CTV devices at the household level nationwide with unmatched precision and scale. This solution can be used as a standalone or as a complement to other addressable TV offerings to extend reach and frequency.
  • Behavioural – Brings the precision of digital targeting to OTT/CTV with the ability to target users based on intent data such as keywords, context, and other online behaviors.
  • Demographic – Enables advertisers to take advantage of numerous combinations of demographic variables to target the ideal audience.

“Giving advertisers the ability to target their OTT/CTV ads to specific households is a logical extension of our focus on localised programmatic advertising,” said Frost Prioleau, Simpli.fi CEO. “We’re excited to broaden our OTT/CTV advertising offerings with behavioural and demographic targeting as well, as we continue to innovate and push the envelope in the addressable programmatic space.”


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