Simpli.fi to acquire native demand-side platform Bidtellect

Image Source: Simpli.fi

Programmatic advertising and demand-side platform Simpli.fi announced on Tuesday that it has reached an agreement to acquire Bidtellect, a US-based contextual and native advertising DSP. The companies didn’t share the financial details of the deal.

Founded in 2014 by Chad Folkening and John Ferber, Bidtellect aims to help advertisers deliver better ad experiences that are driven by context, not cookies. In its announcement post, Simpli.fi said that the acquisition will boost its capacity to execute and expand the performance of contextual & native campaigns, and that Bidtellect’s technology stack will empower its automation platform while fastening the creation of new products.

As part of the acquisition, Simpli.fi will also provide Bidtellect customers with its programmatic solutions such as CTV, mobile, and display, in addition to omnichannel managed services and workflow software.

Frost Prioleau, Co-founder and Chief Executive Officer of Simpli.fi, said: “We are thrilled to welcome the Bidtellect team as we continue to enhance and scale our advertising automation platform. From industry-leading brand safety technology, premium supply quality, superior contextual capabilities, and proprietary bid factoring and optimization technology, Bidtellect consistently outperforms competitors, and will bring immediate value to our clients. Our team is excited about this integration as we continue to scale in 2023 and beyond.” 

Bidtellect CEO Lon Otremba commented: “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.” 

In June 2021, Simpli.fi received a significant investment from Blackstone, which brought its valuation up to $1.5 billion.

Written by Maya Robertson

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