Simpli.fi, an advertising technology company delivering highly targeted programmatic marketing solutions using unstructured data, today announced it has closed a $16 million Series B growth investment led by Frontier Capital. Several existing investors, including Contour Venture Partners, also participated.
The latest financing will be used to support accelerating demand from agencies, trading desks, local media networks, and other marketers looking to take advantage of the benefits of unstructured data in programmatic marketing. The company intends to increase sales and marketing efforts, and also continue development of Simpli.fi’s proprietary In.finity Programmatic Marketing Platform across media types including display, mobile, and video. The company will focus much of its employee growth in its corporate headquarters in Fort Worth, Texas.
“It is estimated that more than 80 percent of all business data is in an unstructured format, yet we are the only platform that has the capability to apply that information to programmatic marketing,” said Frost Prioleau, CEO and co-founder of Simpli.fi. “Our ability to utilize unstructured data for audience targeting, real-time bidding, optimization, and reporting at the individual data element level improves on the legacy approach of segment-based marketing, enabling precision and performance at any scale.”