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Simpli.fi Acquires CoreMedia Systems, Upgrades Media Performance

The acquisition will further develop the company’s partnership to automate and optimize performance media management for top brands.

David Pepin

Simpli.fi, an industry leader in programmatic advertising, has announced that it has officially acquired the brand media analytics software of CoreMedia Systems. The acquisition expands on the capabilities of the two companies’  existing integration to bring enhanced media management features to more than 1,500 ad agencies and media buying organizations around the world.

“We are excited to add the CoreMedia team to the Simpli.fi family,” said 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.”

With the combined solution, ad agencies and brands can enhance their ability to automate workflows and take advantage of programmatic advertising methods such as CTV, mobile, video, display, native, and social media. The solution provides an end-to-end platform for optimizing media placement performance and analyzing media buys.

Together, the two companies aim to use this acquisition to create an all-in-one solution for helping agencies and brands buy and analyze their linear and CTV advertising campaigns.

Since CoreMedia was founded in 1992, the company has grown into an industry leader in performance media management software. Its comprehensive platform helps some of the world’s top ad agencies and marketers plan and execute optimized strategies for linear TV, CTV, radio, print, and digital.

Related: Constant Contact Acquires Australian Digital Marketing Platform Vision6

For Simpli.fi, the acquisition strengthens its platform’s ability to automate and streamline workflows and media buying. Specifically the company’s end-to-end agency workflow solution, Advantage, stands to upgrade its ability to help advertisers automate operations and improve ad performance.

“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.”