• by Tyler Loechner  @mp_tyler, December 12, 2013

Advertising technology company Simpli.fi this morning announced it has closed a $16 million Series B round of funding led by Frontier Capital. Existing investors, including Contour Venture Partners, also participated in the funding.

Simpli.fi focuses on "unstructured data," and they claim to be the only platform that can take such data and apply it to programmatic marketing.

“It is estimated that more than 80 percent of all business data is in an unstructured format," Forst Prioleau, CEO and co-founder of Simpli.fi said in a statement.

The company says it will use the money to expand on its programmatic marketing solutions, increase its sales and marketing, and increase its headcount, particularly in the Fort Worth, Texas headquarters.

Michael Ramich, partner at Frontier Capital, will join Simpli.fi's board of directors.