Datonics Partners with Simpli.fi

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Digital data pioneer Datonics has partnered with Simpli.fi, a specialist in programmatic advertising and agency management software, to launch a new CTV data offering within the Simpli.fi platform. Datonics is providing Simpli.fi segment data mapped to a continually updated household IP, providing advertisers with enhanced accuracy and scale, as well as breadth and depth of segments available for CTV targeting for the first time on the Simpli.fi platform.

CTV has become an increasingly important medium for marketers as consumer adoption has skyrocketed since the start of the pandemic. According to eMarketer, in 2022 there will be more than 213 million CTV viewers in the US streaming over a billion hours of video content every week. US CTV ad spend is projected to surpass $17.4 billion in 2022.

“Advertisers are flocking to CTV, but it is still a nascent medium that is becoming more sophisticated. Through the enhanced application of data, consumers will have an improved viewing experience and advertisers will see better campaign ROI,” said Michael Benedek, CEO, Datonics. “We are pleased to be partnering with Simpli.fi and expand the reach of our audience data to advertisers on its platform.”

Simpli.fi advertisers and partners who leverage CTV data within Simpli.fi benefit from Datonics’ ability to match online data with scale and accuracy to household IP addresses. Datasets are linked to IP addresses for 110M households in North America. Proprietary technology tests daily against deterministic datasets to dynamically identify the most recent IP address. Each household is set with a unique identifier allowing advertisers to confidently target a stable audience.

“We have seen increased interest around our Performance CTV product suite and wanted to provide advertisers even more opportunity with this medium by creating a CTV data offering that allows for more precise reach and consumer engagement. Datonics has been a longtime partner of Simpli.fi, and we are delighted to enter into this new partnership and enable our advertisers to be more successful with CTV,” said Jeff Callison, Director of Business Development and Integrations at Simpli.fi.


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