The adtech platform Simpli.fi has acquired Bidtellect, a Florida-based contextual and native demand-side platform. The companies did not disclose acquisition terms.

The acquisition fills a gap for Simpli.fi, best known as a programmatic advertising platform.

Here is what the company said in its acquisition announcement. 

“The acquisition accelerates Simpli.fi’s ability to execute and scale performance for contextual and native campaigns, leveraging Bidtellect’s proprietary suite of contextual capabilities including targeting, optimization, and addressability to complement alternative ID solutions. Bidtellect’s technology stack will enhance Simpli.fi’s advertising automation platform and accelerate new native and contextual product development for the company.”

A Broader Range of Solutions

We asked Simpli.fi Co-founder Frost Prioleau to share context on the acquisition.

“We’re very excited to welcome Bidtellect’s talented team to Simpli.fi and to integrate their leading contextual and native solutions into Simpli.fi’s omnichannel platform,”  Simpli.fi co-Founder and CEO Frost Prioleau told Localogy Insider. 

“With this integration, we’re looking forward to bringing a broader range of solutions to both Bidtellect and Simpli.fi’s customers. Agencies and advertisers will see several benefits, including cross-tactic budget allocation, improved performance optimization, and combined reporting.”

Ft. Worth-based Simpli.fi launched in 2010. Today, Simpli.fi reports that each month it executes more than 140,000 campaigns for more than 30,000 advertisers. 

Further, Simpli.fi says it served more than 47,000 CTV (connected TV)  campaigns for more than 12,000 advertisers in 2022 alone. The integration of the companies’ solutions will increase scalability, efficiency, and profitability for clients.

Bidtellect, based in Delray Beach, Florida, was founded in 2012 by Chad Folkening and John Ferber.  Lon Otremba is the company’s current CEO. Since then the company has raised $26.8 million, according to Crunchbase, including a $22.4 million Series B round in 2015.

“We are very excited to join Simpli.fi, a recognized leader in the DSP space. This will allow us to bring new capabilities and services like advanced CTV advertising, precision programmatic targeting, and advertising automation to our clients,” Otremba said.

“As I’ve come to know the team at Simpli.fi, I’m also convinced there’s a clear culture fit, shared vision, and a tremendous growth opportunity for our employees to join forces with a larger-scale organization, where together we can all create the next generation of digital advertising solutions.”