• by Laurie Sullivan  @lauriesullivan, January 26, 2022

Simpli.fi, which provides workflow software and programmatic advertising solutions, announced the acquisition of CoreMedia Systems to provide direct and brand response analytics, attribution and media management software to advertising agencies and marketers.

This acquisition will enable agencies and brands to buy and analyze linear and connected television (CTV) advertising together, along with other forms of programmatic advertising including addressable, mobile, video, display, native, and social.

CoreMedia adds to Simpli.fi’s agency management software suite with products that cater specifically to performance media management.

Automating workflows and integrating attribution reporting enables performance advertisers to execute and measure media buys more effectively, and drive increased performance from their media placements.

More than 500 employees at the combined company will support more than 1,500 advertising agencies and media-buying organizations.

This is Simpli.fi’s fourth acquisition since its founding in 2010. The programmatic advertising platform now executes more than 100,000 campaigns for more than 25,000 advertisers monthly.

Glenn DeKraker, CEO of CoreMedia, will remain with the combined company, but the company has not yet stated in what capacity, according to Ryan Horn, senior vice president of marketing at Simpli.fi.

Simpli.fi continues to ramp up its support of advertisers and agencies that buy CTV media. Early in January, the company partnered with Datonics to launch a new CTV data offering in the Simpli.fi platform

Datonics provides Simpli.fi segment data mapped to a continually updated household IP addresses. 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.