• by Laurie Sullivan  @lauriesullivan, November 5, 2019

Simpli.fi on Tuesday will introduce an Addressable Audience Curation tool as the company moves to significantly expand its addressable programmatic services.

The tool curates addressable audiences in real-time based on location and demographic data. Marketers and agencies can filter location data via postal code, city and metro area, congressional districts, and more, explains Frost Prioleau, co-founder and CEO of Simpli.fi.

“There are more than 500 categories of household demographic, financial, political variables, and economic variables within the platform, all targetable in ads across display, video, and over-the-top and connected televisions,” he said.

As you add targeting factors, the tool will show an updated number of total addresses in real-time that fit the criteria. Once the advertiser finalizes their ideal audience, they can use the company’s Addressable Geo-Fencing targeting tool to easily execute household addressable programmatic advertising.

Advertisers can filter through available categories by browsing, searching, and then selecting from hundreds of personal demographic factors. Simpli.fi’s interface provides full Boolean capabilities. It allows advertisers to combine, include, or exclude different demographics and instantly see the impact on the number of households being targeted.

One of the key features points to a high match rate. While many cookie-based audience matching tools provide match rates of 40% to 50%, Simpli.fi’s solution matches selected households at a rate of 90% or higher. Prioleau said it’s possible because the technology is based on GPS household location data, which doesn’t change. The data is consistent, so the platform can achieve a much higher match rate compared with the rest of the market.

When asked to give an example of how addressable audiences are created in real-time based on location and demographic data, Prioleau pointed to a luxury auto brand that might target households with an annual income of more than $150,000. This household either would have a high propensity or be in the market for an auto loan and live within a twenty-mile radius of the dealership.

In another example, he said, a quick-service restaurant brand running a campaign for family dinner combos could target households that have two or more children, an annual income of more than $50,000, and live within a five-mile radius of the restaurant.

The project proved challenging. Simpli.fi’s team of developers had to pull in more than 500 demographic targeting factors on 126 million U.S. households, so advertisers had an easy way to create custom audiences in real-time.

Developers also had to create a way for advertisers to gain visibility into the size of the audience created and provide ways for them to toggle between filters while watching the available audience count and targeting maps update in real-time within the user interface.

This tool integrates within Simpli.fi’s platform. It sits in the early part of the workflow as advertisers are defining the audiences they want to target.