Leader in Localized Programmatic Also Launching Intent-Based Behavioral and Granular Demographic Targeting for OTT/CTV Inventory

Simpli.fi, the programmatic advertising platform built for the scale of localization and personalization, announced a significant expansion of its advanced TV capabilities, including nationwide addressable targeting, intent-based behavioral targeting, and granular demographic targeting for Over-the-Top (OTT) and Connected TV (CTV) inventory.

In addition to launching three unique and powerful methods of audience targeting on OTT/CTV inventory, Simpli.fi’s solution now also delivers the ability to target inventory at the screen size.

These new capabilities, coupled with Simpli.fi’s transparent reporting, provide Simpli.fi customers with a powerful and comprehensive solution to deliver advanced TV advertising to highly targeted audiences.

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Built on its highly scalable platform that currently supports 100K simultaneous campaigns for 30K advertisers, Simpli.fi’s solution meets a significant market need. According to TDG Research, ad spend in OTT is projected to hit $40 billion by 2020, which is nearly half of the $85 billion in forecasted total TV ad revenue. A recent eMarketer report also found that 94 percent of advertisers expect to maintain or increase their levels of Connected TV advertising next year.

As nearly two-thirds of US households have access to a connected TV device (Nielsen) and the usage of these devices in the OTT/CTV landscape continues to grow rapidly, it’s more important than ever that marketers have a scalable way to target these audiences using both traditional demographic data as well as behavioral and intent-based data commonly used in programmatic advertising.

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Simpli.fi’s OTT/CTV solution now supports three unique methods for advertisers to target their key audiences:

• Addressable – The ability to target OTT and CTV devices at the household level nationwide with unmatched precision and scale. This solution can be used as a stand alone or as a complement to other addressable TV offerings to extend reach and frequency.
• Behavioral – Brings the precision of digital targeting to OTT/CTV with the ability to target users based on intent data such as keywords, context, and other online behaviors.
• Demographic – Enables advertisers to take advantage of numerous combinations of demographic variables to target the ideal audience.

“Giving advertisers the ability to target their OTT/CTV ads to specific households is a logical extension of our focus on localized programmatic advertising,” said Frost Prioleau, Simpli.fi CEO. “We’re excited to broaden our OTT/CTV advertising offerings with behavioral and demographic targeting as well, as we continue to innovate and push the envelope in the addressable programmatic space.”

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