• by Philip Rosenstein , August 9, 2016

Localized programmatic ad platform Simpli.fi, announced Tuesday that it delivered over 50% of its impressions to mobile devices in the month of July.

“Geo-fencing, or targeting users based on GPS data, has been the primary driver of growth in ad deliveries to mobile devices,” Frost Prioleau, CEO of Simpli.fi, told Real-Time Daily via email.

“This capability is a natural fit for localized advertising, whether the buyer is a multilocation national advertiser that wants to customize audiences to individual stores, or a media company selling audience extensions to local businesses,” Prioleau added.

Simpli.fi clients can use its “conversion zone” capability to track users who view an ad and subsequently visit a physical store location, an increasingly tangible metric useful in the retail space.

Over the past year, Simpli-fi’s ad deliveries to desktops have grown 37%, while  over that same period deliveries to mobile devices grew 150%. Simpli.fi runs 43,000 programmatic campaigns on average each month.