• by Laurie Sullivan  @lauriesullivan, January 12, 2022

Datonics has partnered with Simpli.fi to launch a new connected television (CTV) data offering. The offering is available in the United States and runs on the Simpli.fi platform.

Simpli.fi’s network gains Datonics segment data that is mapped to a household IP address that continually updates, according to Michael Benedek, CEO at Datonics.

The partnership aims to provide advertisers running campaigns on the Simpli,fi platform with improved accuracy and scale, range and depth of data segments available for CTV targeting, Benedek says.

Adoption for CTV has skyrocketed since the start of the COVID-19 pandemic.

eMarketer estimates that in 2022, more than 213 million viewers will tune into programming through CTVs in the U.S., streaming more than a billion hours of video content weekly. US CTV ad spend is projected to surpass $17.4 billion in 2022. 

Datonics datasets are built on more than 300 million monthly users, aggregated from a network of online websites and specialty data partners.
Each is linked to IP addresses for 110 million 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 that allows advertisers to effectively target an audience.

The group of datasets include 1,300 segments of search, intent, life stage, behavioral, business-to-business, demographic, point-of-interest and past-purchase segments.

Datonics also offers an unlimited number of custom segments that can be built from keywords or location visits.

Campaign success is dependent on many variables, Benedek says. 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.

Datonics and Simpli.fi have worked together since 2015. The two companies began discussing the CTV data partnership sometime in 2021, and integration was completed in Q4 2021.