Simpli.fi

Founded in 2010, programmatic advertising company Simpli.fi now boasts more than 200 employees and was named the 21st Best Entrepreneurial Company in America by Entrepreneur magazine in 2017. As the company’s content marketing writer, I was its primary blogger and storyteller, responsible for covering new product offerings, proprietary data analysis, and topical industry developments. The position required a unique ability to translate complex subjects into easily digestible narratives, from deciphering the results of a timely event-targeting study to explaining the nuances of programmatic advertising. I was also the marketing team’s primary proofreader, meaning I was typically the last set of eyes to scrutinize the grammar, spelling, and style within a given piece of collateral.

THE TRANSFORMATIVE POWER OF UNSTRUCTURED DATA

"Describing how much data there is in the world is like describing how many grains of sand there are on Earth, or how many stars exist in the universe; it’s a lot — a whole, whole lot. Humans create, give or take, 2.5 quintillion bytes of data every day, and the International Data Corporation, whose job it is to know these things, projects that we’ll be pumping out 163 zettabytes of data annually by the year 2025. For those counting at home, a zettabyte has 21 zeros."

EVENT TARGETING, TEXAS-STYLE: ANALYZING SXSW FOOT TRAFFIC AND TRENDS

"South by Southwest — the annual music, film, and interactive conference in Austin, Texas — is known for many things, not the least of which is the sheer amount of foot traffic it generates throughout the city. The 2017 event saw more than a quarter-million attendees, and this year’s fest offered the perfect opportunity to unleash Simpli.fi's Event Targeting solution to capture a dynamic audience of likeminded mobile users and analyze trends across the Interactive, Film, and Music festivals."

How Simpli.fi Powers Programmatic with Data Science

"Over the last decade or so, 'data science' has become a de facto industry buzz term — and for good reason: The practice of data science, the use of data to extract knowledge or insight, is the driving force behind much of today’s most advanced technology. But when you boil it down, data science isn’t all that dissimilar from any other form of science; fundamentally, it’s about gathering information, forming and testing hypotheses, drawing conclusions, and putting those conclusions into practice."

COMBINATORIAL BIDDING: WHAT IT IS AND HOW IT DELIVERS 40% LIFT IN CTR FOR OUR CLIENTS

"Imagine you’re at the grocery store, and before you drop a can of beans in your cart, you analyze tens of thousands of factors to determine if it’s the ideal can of beans for your recipe — and if it is, what the appropriate amount to spend on it would be. This isn’t the stuff of fantasy — not in programmatic advertising anyway; it’s a process known as combinatorial bidding, which Simpli.fi uses to identify the optimal impression and identify the appropriate bid price according to a particular client’s campaign goals."

VIDEO CONTENT CONSUMPTION IS CHANGING: WHAT ADVERTISERS CAN EXPECT FROM COLLEGE BASKETBALL’S BIG TOURNAMENT

"With college basketball’s Big Tournament on the horizon, there’s a palpable sense of electricity in the air — the kind that beams out of routers and into TVs and devices across the globe. That’s because now, more than ever, consumers are cutting the cable cord in favor of apps, browser-based viewing, and internet-connected televisions as marketers integrate over-the-top, or OTT, advertising into their vernacular."

COLD LANG SYNE: HOW WEATHER IMPACTED NYE FOOT TRAFFIC ACROSS THE US

"Few events can match the glitz and glamour of New Year’s Eve; even fewer can match the foot traffic. And with the growing importance of using mobile location data to localize targeting, the biggest party of the year offered the perfect opportunity to demonstrate the power of our Geo-Fencing with Event Targeting solution. So we chose six cities across the continental United States — some with big outdoor ball-drops, others with smaller unofficial gatherings — to record attendance and analyze foot traffic at various points throughout the day."