Simpli.fi, the advertising automation platform for agencies, brands, and media companies, confirmed that it has completed the previously announced acquisition of Bidtellect, a leading contextual and native demand-side platform (DSP).

The combination of Bidtellect’s contextual and native advertising capabilities with Simpli.fi’s programmatic CTV, mobile, and display solutions will provide customers with access to a full omnichannel suite of solutions through a single platform.

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“We’re very excited to close on the acquisition of Bidtellect,” said Frost Prioleau, CEO of Simpli.fi. “Our teams are diligently working together as we integrate our people, capabilities, and platforms. We look forward to bringing agencies and advertisers the many benefits through our combined efforts, including cross-tactic budget allocation, improved performance optimization, and combined reporting.”

Pricewaterhouse Coopers LLP served as financial advisor and Baker & Hostetler LLP served as legal advisor to Simpli.fi.

Simpli.fi is the leading advertising automation platform that provides workflow software and programmatic advertising solutions to over 2,000 agencies, advertisers, and media buying organizations. Our solutions enable our customers to perform more effectively and efficiently, and maximize ROI on their advertising spend across CTV, mobile, display, and other media types. Our platform delivers performance on budgets of all sizes, executing over 140,000 campaigns for 30,000 advertisers in a typical month. Simpli.fi’s investors include leading private equity firms Blackstone and GTCR.

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