Combination will extend Simpli.fi’s Omni-Channel Capabilities and further automate purchasing and analysis of linear TV alongside CTV and other programmatic advertising

Simpli.fi, a leader in programmatic advertising and agency management software, today announced that it has acquired CoreMedia Systems, a leading provider of performance media management software used by major performance marketing agencies, media agencies, and brands.

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This acquisition will enable the two companies to deepen their existing integration, which allows agencies and brands to buy and analyze linear and CTV advertising together, along with other forms of programmatic advertising including addressable, mobile, video, display, native, and social. By automating workflows and integrating attribution reporting, the combination enables performance advertisers to execute and measure media buys more effectively and drive increased performance from their media placements.

The combined company will serve over 1,500 advertising agencies and media buying organizations and will employ over 500 team members.

Since its founding, Simpli.fi has focused on automating media buying for advertisers and agencies, streamlining their workflows and enabling them to improve the performance of their advertising.  The programmatic advertising platform has grown to execute over 100,000 campaigns for over 25,000 advertisers each month. With the acquisition of CoreMedia, Simpli.fi adds to its Advantage end-to-end agency workflow solution, enabling advertisers to automate more of their operations and improve the performance of their advertising.

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“We are excited to add the CoreMedia team to the Simpli.fi family,” stated Frost Prioleau, CEO of Simpli.fi. “By joining forces and deepening the integration of our platforms we will be able to deliver powerful new capabilities that integrate the planning and buying of linear and connected television.”

“The combination of Simpli.fi and CoreMedia is as natural as it gets, with a common independent ad agency base and offerings that now include both linear TV buying, performance, and attribution as well all forms of programmatic including CTV, addressable, mobile, video, display, native, and social,” said Glenn DeKraker, CEO of CoreMedia. “Simpli.fi’s unstructured data set is the foundation for our joint, best-in-class omnichannel solutions.”

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