Simpli.fi, a Fort Worth, Texas-based programmatic advertising platform that delivers localization and personalization at scale, received a majority investment from GTCR, a private equity firm based in Chicago, Illinois.
The amount of the transaction, which is expected to close in late September 2017, was not disclosed.
The investment will fund organic growth initiatives and future acquisitions.
Co-founded by Frost Prioleau (CEO) and Paul Harrison (CTO), Simpli.fi provides a localized programmatic advertising platform that works with large buyers of localized advertising, including brands, agencies, local media groups, networks and trading desks. These companies utilize Simpli.fi to localize ad targeting and content, to deliver performance on high volumes of localized campaigns, and to provide deep insights on their dynamic audiences.