Simpli.fi Buys Leading Agency ERP Developer, Advantage Software

The acquisition of Advantage boosts Simpli.fi's vision of delivering integrated omni-channel workflow that helps advertising agencies and other media buying organizations perform both more efficiently and effectively.

Fremont, CA: Simpli.fi, a leading programmatic platform for CTV, addressable, and mobile advertising, has declared that it has acquired The Advantage Software Company. The acquisition creates an innovative combination of best-in-class services and features available to the advertising industry with improved workflow across all media types, from planning and buying, accounting, tracking, and reconciliation. The combined company will serve over 1,000 advertising agencies as well as media buying organizations with nearly 400 employees.

The acquisition of Advantage boosts Simpli.fi's vision of delivering integrated omni-channel workflow that helps advertising agencies and other media buying organizations perform both more efficiently and effectively. As a leading omni-channel demand-side platform, Simpli.fi has long helped agencies buy programmatic media in a very effective way. Similarly, Advantage has a 40-year history of helping agencies and brands optimize operations with their resilient as well as feature-rich project management, media management, and accounting software suite.

"We are very excited to welcome the Advantage team to Simpli.fi. Together we will continue to focus on making our customers more successful by delivering integrated omni-channel workflow across both traditional and digital media, as well as continuing the development of Advantage's suite of agency management software," stated Frost Prioleau, CEO of Simpli.fi. "We welcome the entire Advantage team to 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 media types, and especially highlights our focus on providing innovative tools for managing broadcast and digital media," stated Ellen Coulter, President of The Advantage Software Company. "It also furthers our efforts to provide a robust, all-in-one solution for total agency management, in all areas of operations, with a focus on the future."