GTCR buys Simplifi Holdings stake – Finance News

on Sep1

31 August 2017 | 5:52 pm

GTCR, one of the biggest private-equity firms in Chicago, bought a majority ownership stake in Fort Worth-based digital advertising company Simplifi Holdings.

GTCR said in a statement today it expects to close this month on the purchase of the programmatic platform company, which uses the Simpli.fi brand. A spokeswoman declined to disclose the size of the stake or the amount GTCR paid.

A group of investors, led by venture capital firm Frontier Capital, invested $16 million in the company in December 2013, and it has received $22.3 million from investors overall, according to TechCrunch.

Such platforms let consumer product companies roll out high-volume advertising campaigns online and in social media, targeting certain prospective customers. They’ve been gaining ground as readers and advertisers increasingly turn to online and mobile devices, though there have also been digital advertising challenges generally with ads sometimes showing up next to questionable content.

GTCR will partner with the company’s current management team, including co-founders Frost Prioleau, who is CEO, and Paul Harrison, and invest additional money in funding the company’s expansion, including future acquisitions, it said in the statement.

“As both large and small advertisers look to localize and personalize their campaigns, Simpli.fi’s platform, through the use of unstructured data, will help them better connect with their target audiences,” GTCR Managing Director Craig Bondy said in the statement.

GTCR invests in financial services, health care, media and telecommunications and business services, with a bent toward technology plays.



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