Simpli.fi, a marketing technology provider, has launched a cross-device attribution solution designed for multi-location brands. The platform addresses measurement challenges across fragmented consumer journeys by offering three attribution views: device-level, individual-level, and household-level, which can be compared side-by-side. The solution uses a proprietary identity and data science layer that extends beyond standard IP matching. It tracks conversions across CTV, mobile, and desktop touchpoints, including store visits and in-store purchases. A multi-location RV dealer pilot demonstrated the technology's effectiveness, with household-level attribution capturing 68% more purchase events, 59% additional qualified signups, and double the in-store visits compared to device-based methods. The capability is now available to all Simpli.fi customers at no additional cost.

Fort Worth-based adtech firm Simpli.fi has appointed Michael Schoen as chief product and technology officer and Susan Rothwell as chief revenue officer.