to sell an equity interest to,

to sell an equity interest to

Simpli.fi to sell an equity interest to Blackstone

We’re pleased to announce that Simpli.fi, a leader in programmatic advertising and agency management software, has entered into a definitive agreement to sell a significant equity interest to private equity funds managed by Blackstone. Blackstone will join existing investor GTCR, a leading private equity firm, as majority shareholders. The investment, which would be made through Blackstone’s flagship private equity vehicle, values Simpli.fi at approximately $1.5 billion.

Headquartered in Fort Worth, Texas, Simpli.fi is dedicated to helping media buying organizations perform more effectively and efficiently. Simpli.fi’s full suite of mission-critical workflow and ad buying software enables agencies and media groups to manage their core operations and execute high ROI media spend through digital ad campaigns. Each month, the Company’s innovative CTV and mobile programmatic advertising platform powers more than 120,000 campaigns for 30,000 active advertisers.

GTCR acquired a majority interest in Simpli.fi in 2017 and, alongside co-founders Frost Prioleau and Paul Harrison, has helped build Simpli.fi into a scaled and rapidly growing platform that uniquely serves the needs of independent advertising agencies and local advertisers. The investment from Blackstone is a continuation of its thematic focus on high-quality digital advertising technology platforms and follows its recent investments in Liftoff and Vungle, and will enable Simpli.fi to further accelerate innovation and organic growth initiatives.

Blackstone and GTCR will have equal representation on the Simpli.fi Board of Directors.

LUMA advised Simpli.fi on the transaction.