Private Equity Firm Buys Majority of Simpli.fi

In the US, private equity firm GTCR has acquired a majority stake in ad targeting technology firm Simpli.fi. Terms of the deal were not disclosed.

Fort Worth, Texas-based Simpli.fi analyses unstructured data to help online advertisers, publishers and media networks target specific audiences, and bid, optimize and report on their campaigns. Its In.finity marketing platform can be used for search and site retargeting, as well as contextual and demographic targeting.

GTCR will partner with Simpli.fi co-founders Frost Prioleau (pictured) and Paul Harrison, and the current management team, to expand the company's capabilities and market presence. In a statement, the investor said it expects to commit additional equity capital to fund future acquisitions and organic growth initiatives.

Commenting on the news, Prioleau said: 'We are excited to partner with GTCR as we continue to build our platform and solve the needs of local advertisers. GTCR brings significant resources and experience in building industry-leading companies, and they will be a valuable resource in the long-term expansion of our business'.

Web site: www.simpli.fi .