A U.S. DSP Seeks Its Fortunes in Asia

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Simpli.fi, a demand side platform (DSP) headquartered in Texas, has expanded its operations to China. The company's product allows marketers to bid online ads in real-time.

Don Epperson, executive chairman at Simpli.fi, said the platform will enable advertisers and their agencies to bid on billions of display ad placements per month from thousands of China-based sites and hundreds of thousands of U.S. based sites accessed daily by people in China.

He declined to name individual advertisers but said the DSP works with global brands, search engines, e-commerce sites and direct response marketers across industries.

These advertisers will use the platform to buy targeted niche ad space in high volume, which Simpli.fi will charge on a percentage of ad spend.

Simpli.fi launched its platform to the US/Canada market in October 2010 and in Asia this month. Its China debut will be followed by India, Southeast Asia and Australia in the coming weeks. The DSP intends to launch in Europe in Q3 this year.

Display advertising in North America has begun to shift toward buying audiences rather than media properties. While there is huge potential in China (Magna Global forecasts Internet ad spending will reach $10.5 billion by 2016), display ad technologies are relatively nascent.

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