Share this article FT. WORTH, Texas, Jan. 19, 2021 /PRNewswire/ -- Today, Simpli.fi , a leading programmatic platform for CTV, addressable and mobile advertising, announced that it has acquired The Advantage Software Company, LLC. The acquisition creates a groundbreaking combination of best-in-class features and services available to the advertising industry with improved workflow across all media types, from planning and buying, tracking, accounting and reconciliation. The combined company will serve over 1,000 advertising agencies and media buying organizations with nearly 400 employees. The acquisition of Advantage accelerates Simpli.fi's vision of delivering integrated omni-channel workflow that helps advertising agencies and other media buying organizations perform both more effectively and efficiently. As a leading omni-channel demand side platform, Simpli.fi has long helped agencies buy programmatic media in the most effective way. Similarly, Advantage has a 40-year history of helping agencies and brands optimize operations with their robust and feature-rich project management, media management and accounting software suite.