A Fort Worth-based company made a major acquisition.
Simpli.fi, a leading programmatic platform for CTV, mobile and addressable advertising, announced on January 19 that it has acquired The Advantage Software Company LLC of Mooresville, South Carolina.
The acquisition creates a combination of the best features and services available to the advertising industry with improved workflow across all types of media, from planning and purchasing, tracking, accounting and reconciliation, according to a press release. The combined company will serve more than 1,000 advertising agencies and media buying organizations with nearly 400 employees.
The acquisition of Advantage accelerates Simpli.fi’s vision of providing an integrated omni-channel workflow that helps advertising agencies and other media buying organizations perform more effectively and efficiently, according to the press release. . As a leading omni-channel demand platform, Simpli.fi has long been helping agencies buy programmatic media in the most effective way. Likewise, Advantage has a 40-year history of helping agencies and brands optimize operations with its robust and feature-rich project management, media management and accounting software suite.
No transaction price was disclosed.
The integration of companies’ solutions will alleviate many pain points and increase the efficiency and profitability of their joint customers by:
- Centralizing project management processes, creative proofs and resource management.
- Consolidate and simplify the media planning, purchasing and reconciliation processes, ensuring accuracy and auditability.
- Automating media buying in digital and traditional media types.
- Simplifying all major operational processes with robust accounting features designed specifically for media buying agencies and organizations.
- Providing critical media management, delivery and performance information, cross-channel visibility and other operational metrics in real time.
- Eliminating multiple data entry points, isolated data and costly errors.
“We are excited to welcome the Advantage team to Simpli.fi. Together, we will continue to focus on making our customers more successful by providing integrated omni-channel workflow in both traditional and digital media, as well as continuing to develop the Agency management software Advantage package, ”said Frost Prioleau, CEO of Simpli.fi. “We welcome the entire Advantage team at Simpli.fi and look forward to working together with this talented group.”
“This acquisition demonstrates our joint commitment to helping agencies with centralized solutions for managing all types of media and especially highlights our focus on providing innovative tools for managing digital and broadcast media,” said Ellen Coulter, president of The Advantage Software Company. “It also reinforces our efforts to provide a robust and complete solution for the total management of the agency, in all areas of operations, with a focus on the future.”