New capability enables advertisers to maximize incremental households reached with CTV advertising and independently measure attribution of CTV buys

Simpli.fi, the Advertising Automation Platform for agencies, brands, and media companies, announced today the release of its new capability to exclusively target households that do not have a linear TV subscription, providing linear buyers with 100% incremental reach with CTV. With this capability, TV advertisers can eliminate duplication of linear and CTV advertising efforts, and extend reach into streaming-only households no longer reachable by linear TV advertising.

According to eMarketer, 4.9 million people will cut the cord in 2022, bringing the total number of “cord-cutters” to 55.1 million and 20.8% of the U.S. adult population. With “cord-cutters” continuing to shift to streaming formats and the increased existence of “cord-nevers,” who have never invested in subscription-based TV, linear TV advertisers need the ability to get in front of a new audience of streamers and guarantee incremental reach. Simpli.fi’s Linear TV Subscriber Exclusion tool allows linear advertisers to maximize budget by avoiding serving both linear and CTV ads to the same household.

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“We’re excited to be able to offer advertisers the ability to achieve 100% incremental reach with CTV advertising,” said Ryan Horn, SVP of Marketing at Simpli.fi. “This new offering will enable linear TV advertisers to maximize the incremental reach of their CTV advertising buys, minimizing impression waste and maximizing performance.”

Additionally, this new capability streamlines planning, optimization, and reporting efforts required to avoid duplicated impressions, saving time, increasing efficiencies, and providing more accurate attribution for TV advertisers.

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