Simplifi Holdings

Overview

Simpli.fi (Simplifi Holdings) is a programmatic advertising and audience targeting platform focused on local, regional, and national advertisers who require precise geographic and demographic targeting. Simpli.fi is particularly known for its household-level targeting capabilities, using IP address mapping to deliver ads to specific households — a technique used extensively for political advertising, local retail, and automotive campaigns. The platform also supports behavioral audience targeting, contextual targeting, and CRM data onboarding for first-party audience campaigns.

What This Script Does

Simpli.fi scripts are delivered via ad server tags on publisher websites or as conversion/retargeting pixels installed on advertiser sites. Scripts load from i.simpli.fi or cdn.simpli.fi domains.

Cookies Set by Simpli.fi:

• sfc — primary persistent Simpli.fi cross-site browser identifier, third-party (set under simpli.fi domain), typically 365 days; used to recognize the browser across publisher sites for frequency capping, retargeting, and audience membership tracking
• sfcv — persistent conversion pixel identifier, 30–90 days; set on advertiser sites when a conversion pixel fires; tracks which ad campaigns drove the browser to complete conversion events
• sfs_[segmentid] — audience segment membership cookies; short-lived (session to 7 days); mark the browser as belonging to specific audience segments (behavioral, demographic, or geographic) for ad targeting

Data Collected:

• IP address — primary signal for household-level geographic targeting; Simpli.fi maps IP addresses to physical household locations at the postal address level using IP geolocation databases, enabling targeting of specific households without device-based identifiers
• Browser and device metadata: user-agent, screen resolution, browser language, timezone, connection type
• Page content and URL signals for contextual targeting
• Conversion events: page URL, event type (visit, lead, purchase), conversion value if passed
• Ad engagement: impression delivery, click-through events, video completion rates

Household-Level Targeting Mechanism:

• Simpli.fi's core differentiation is IP-to-household mapping: by resolving an IP address to a physical postal address, Simpli.fi can target ads at the household level — serving ads to all devices in a home based on the household's address characteristics (home value, household income estimate, vehicle ownership, political affiliation data from voter files)
• Voter file and consumer data onboarding allows advertisers to upload CRM lists that are matched against Simpli.fi's identity graph for targeted delivery

IAB TCF Purposes: Purposes 1, 2, 3, 4, 5, 6, 7, 8, and 9 apply. Simpli.fi is a registered IAB TCF vendor.

Simpli.fi Holdings, Inc. is a US company (Fort Worth, TX). EU data transfers rely on Standard Contractual Clauses. Simpli.fi participates in the EU-US Data Privacy Framework.

Consent & Compliance

Simpli.fi is classified as marketing technology. Under GDPR Article 6(1)(a) and Article 5(3) ePrivacy Directive, the persistent cross-site browser identifier and audience segment cookies require explicit prior consent. The household-level IP-to-address targeting raises additional concerns under GDPR: IP addresses are personal data under EU case law (CJEU, Case C-582/14, Breyer v Germany), and processing IP addresses to derive physical household location constitutes processing of location data receiving heightened protection. Under CCPA/CPRA, the behavioral tracking, location inference, and sharing of audience segments with advertisers constitutes "selling" and "sharing" of personal information under Cal. Civ. Code §1798.140, triggering mandatory opt-out mechanisms. California voters' registration data used for political targeting is subject to additional state restrictions under the California Political Cyberfraud Abatement Act.

Should You Block This Without Consent?

Yes. Simpli.fi is a programmatic advertising platform with no functional purpose for website visitors. Its use of IP-to-household location mapping and voter file data for targeting makes prior consent particularly critical. Block until marketing consent is granted.