Simpli.fi, the self-described Advertising Success Platform, just added a major trophy to its case. The company has been named “Best Overall AdTech Company” in the 8th annual MarTech Breakthrough Awards, edging out hundreds of competitors in one of the industry’s most closely watched rankings.
For an AdTech market brimming with buzzwords and half-baked solutions, this recognition matters. MarTech Breakthrough, a global market intelligence firm, has become a barometer for innovation in marketing, sales, and advertising tech. Its 2025 awards drew thousands of nominations from more than 15 countries—a reminder of just how cutthroat and crowded the space has become.
What Earned Simpli.fi the Crown
At its core, Simpli.fi operates a Demand-Side Platform (DSP) that leans heavily on real-time data signals—from location and behavior to device type—to give advertisers precision targeting across mobile, display, CTV, and more.
But what really caught the judges’ eyes is ZTV, Simpli.fi’s audience-targeted CTV advertising solution. By combining cost efficiency with granular targeting, ZTV undercuts the traditional CTV model, making streaming campaigns both scalable and budget-friendly.
For agencies juggling omnichannel strategies, the appeal is clear. “Simpli.fi is more than a technology provider—they’re a strategic partner,” said Lexi Plummer, Marketing Director at Pinch-a-Penny, one of Simpli.fi’s brand clients.
The Bigger Picture: Why It Matters
Connected TV advertising is booming—set to surpass $30 billion in U.S. ad spend this year—and competition for eyeballs is brutal. Most DSPs tout targeting and scale, but Simpli.fi’s geo-fencing tools and real-time optimization give it an edge. Advertisers can not only zero in on audiences near a store, event, or neighborhood but also tweak campaigns on the fly as performance data rolls in.
That flexibility is key in a landscape where streaming habits change as quickly as the content library. “Our mission has always been making programmatic accessible for advertisers of all sizes,” said Cali Tran, CEO of Simpli.fi. “This award validates the disruption we’re bringing, especially with ZTV.”
Industry Context: Programmatic’s Evolution
Simpli.fi’s win comes as programmatic advertising faces both opportunity and scrutiny. On one hand, demand for automation and targeting precision keeps climbing; on the other, rising privacy regulations and the eventual deprecation of third-party cookies have DSPs scrambling to prove relevance without overstepping.
MarTech Breakthrough’s Managing Director Steve Johansson summed it up: “Advertisers must meet audiences where they are, navigate endless streaming content, and still maximize ROI. Simpli.fi’s innovations—especially ZTV and real-time optimization—are reshaping how businesses approach programmatic.”
With this award, Simpli.fi cements itself not just as another DSP, but as a player actively redefining how advertisers balance precision, price, and scale.
