Simpli.fi is rolling out a next-generation cross-device attribution capability designed specifically for multi-location brands struggling to measure real campaign impact across CTV, mobile, and desktop.
The new solution aims squarely at a long-standing problem in programmatic advertising: device-level attribution that fragments consumer journeys and systematically undercounts performance. For brands optimizing at the store or regional level, that measurement blind spot can translate directly into wasted budget.
Simpli.fi’s update introduces a privacy-conscious identity and data science layer that moves beyond traditional IP matching, long considered an industry baseline but increasingly inadequate in a multi-screen world.
Why Device-Level Attribution Falls Short
Consumers don’t convert in neat, single-device pathways. A connected TV ad may spark awareness, a mobile click might drive consideration, and a desktop session could finalize a purchase—or vice versa. Yet many legacy attribution systems still treat devices as isolated endpoints.
For multi-location brands—auto dealers, healthcare networks, restaurant chains, retailers—that limitation is particularly costly. Media optimized solely on last-click or device-level performance can undervalue upper-funnel placements like CTV and mobile video, even when those formats drive incremental in-store traffic.
“Consumers don’t live in single-device silos, so neither should campaign measurement,” said Cali Tran, CEO of Simpli.fi. She framed the launch as a foundation for incrementality-focused spend optimization, giving advertisers a clearer view of how media dollars work together across touchpoints.
Three Attribution Views, Side by Side
Rather than replacing one rigid model with another, Simpli.fi is offering three parallel attribution views within the platform:
- Device-Level Attribution: The baseline model used in many legacy systems.
- Individual-Level Attribution: Connects cross-screen activity within a single consumer journey.
- Household-Level Attribution: Captures shared decision-making and delayed conversions common in high-consideration purchases.
The side-by-side comparison is the differentiator. Instead of asking which model is “correct,” Simpli.fi allows advertisers to see how results shift depending on the lens applied.
For local advertisers, this approach can reveal where device-based reporting undercounts conversions—especially in scenarios where multiple household members influence or complete a purchase.
The ability to visualize those differences could influence budget allocation decisions, particularly when evaluating upper-funnel channels.
Beyond Clicks: Linking Media to Real-World Outcomes
The attribution capability extends measurement beyond online conversions. Simpli.fi says it can capture store visits, purchases, and cross-device behaviors that occur before and after in-store engagement.
That matters in verticals where digital ads influence offline outcomes. Automotive, RV, home services, and healthcare advertisers frequently face long, nonlinear purchase cycles involving multiple household members and research sessions across devices.
Michael Schoen, Simpli.fi’s Chief Product and Technology Officer, emphasized that the technology maintains stable profiles of individuals and households over time—an important distinction in a privacy-sensitive ecosystem where signal loss and cookie deprecation continue to reshape targeting strategies.
“Our attribution enhancements bring conversion clarity to programmatic advertising,” Schoen said, adding that marketers can move from audience identification to measurable sales impact with greater confidence.
A Real-World Test Case
Simpli.fi highlighted results from a large, multi-location RV dealer that used the enhanced attribution system to better reflect the RV purchase funnel.
According to the company, household-level attribution identified:
- 68% more purchase events in the conversion path
- 59% additional qualified online signups
- More than double the in-store visits compared to device-level methods
Those insights prompted the advertiser to rebalance spend toward upper-funnel CTV and mobile placements that were influencing downstream sales but previously appeared undervalued in device-based reporting.
While vendor-reported case studies always warrant independent validation, the example illustrates how attribution methodology can directly impact channel investment decisions.
Competitive Context: The Attribution Arms Race
Cross-device attribution is hardly new. Major DSPs and measurement providers have long attempted to unify consumer identity across screens. What distinguishes Simpli.fi’s launch is its focus on multi-location advertisers and store-level performance.
As CTV spend accelerates and marketers demand clearer incrementality measurement, attribution sophistication is becoming a competitive necessity. Privacy regulation, signal fragmentation, and household-based streaming behaviors have made simplistic IP matching increasingly unreliable.
Vendors that can balance identity resolution with privacy compliance—while keeping workflows simple—stand to gain traction with agencies and regional advertisers who lack the resources for custom integrations.
Simpli.fi says the new cross-device attribution capability is available to all current customers without additional cost, positioning it as a platform-level enhancement rather than a premium add-on.
The Bottom Line
Simpli.fi’s cross-device attribution launch addresses a core weakness in modern programmatic advertising: fragmented measurement that fails to reflect how consumers actually behave.
By enabling side-by-side comparisons across device, individual, and household views—and extending attribution to store visits and offline outcomes—the platform is giving multi-location brands a more nuanced foundation for budget optimization.
In an environment where incremental impact is under intense scrutiny and marketing dollars are anything but unlimited, measurement clarity may be the most valuable upgrade of all.
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