Simpli-fi Buys Response Analytics Specialist CoreMedia

Ad targeting technology firm Simpli.fi has acquired CoreMedia Systems, which provides direct response and brand response analytics, attribution and media management software to advertising agencies and marketers. Terms of the deal were not disclosed.

CoreMedia was founded in 1992 by Glenn DeKraker (pictured), who previously helped launch Marketing Resources Plus, one of the first software systems to integrate ratings and automate broadcast media buying on the PC - the firm was later acquired by Arbitron, now part of Nielsen. CoreMedia was set up to develop software to help clients understand audiences and buy, analyze and optimize campaigns. The firm claims its solutions connect with every major data source that direct response agencies use, including ratings, broadcast verification, call center and web server results, and competitive intelligence. In addition, they offer reach and frequency analytics, with spots verified overnight to provide response analytics, along with advanced attribution.

Frost Prioleau, CEO of Simpli.fi, comments: 'By joining forces and deepening the integration of our platforms we will be able to deliver powerful new capabilities that integrate the planning and buying of linear and connected television'. The combined company will serve more than 1,500 advertising agencies and media buying organizations and will employ over 500 team members.

Web sites: www.simpli.fi and www.coremedia-systems.com .