Simpli.fi Buys Advantage Software for More Than $100 Million

DSP will offer tools for agencies to streamline their media planning and reconciliation

Demand-side platform Simpli.fi has acquired The Advantage Software Company, which helps ad agencies and marketers automate their workflows, for more than $100 million.

The acquisition allows Simpli.fi, a DSP that focuses on local advertising, to start offering media buyers customizable systems that help streamline planning, accounting and reconciliation practices.

Frost Prioleau, CEO of Simpli.fi, said media agencies have been asking—especially over the last year—for more solutions to drive efficiency and effectiveness of their marketing campaigns, which have come under more scrutiny as budgets have tightened given the financial hit of the pandemic.

Due to the pandemic, mergers and acquisitions in ad tech slowed by 46% in 2020 compared to the year prior, according to investment bank Luma Partners.

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