Simpli.fi targets 126 million U.S. households with addressable ads
Simpli.fi details its addressable programmatic advertising capabilities, which allow advertisers to reach U.S. households with precision using GPS and plat line data for mobile, video, and OTT/CTV ads. The company highlights its Addressable Audience Curation (AAC) tool, enabling real-time audience building based on location and over 500 demographic variables, along with robust reporting for online and offline conversion attribution.
Key Takeaways
- Simpli.fi says addressable programmatic can target 126 million U.S. households in the United States.
- GPS and plat line data are used to draw geo-fences around a specific physical address for mobile, video, and OTT/CTV ads.
- Addressable Audience Curation (AAC) can filter by postal code, city/metro, and congressional districts.
- AAC uses more than 500 offline data variables, including demographic, economic, and political inputs, with full Boolean capabilities.
- Simpli.fi says Conversion Zones can measure foot traffic by tracking users who saw an addressable ad and later visited a physical location.
Why It Matters
This puts household-level targeting and cross-device measurement into the same workflow for mobile, video, and OTT/CTV buys. For streaming advertisers, the important shift is the move from broad DMA or ZIP-code buys to address-level targeting paired with online and offline conversion reporting. Simpli.fi’s AAC tool also adds real-time audience building from more than 500 variables, which gives planners a concrete way to refine reach. Watch for adoption of Conversion Zones as the clearest test of whether addressable campaigns can tie living-room ads to store visits.
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