In March 2025 Crystal Bosch and Sarah Holbrook had the opportunity to visit Simpli.fi’s headquarters in Fort Worth, Texas for a strategy session focused on the evolving landscape of digital media. Their visit was both insightful and productive, as they discussed some of the most impactful developments in digital advertising today, focusing on native display, contextual targeting, and connected TV (CTV).
They learned about the innovative designs of the new native ad formats through Bidtellect that are made to feel like a natural part of the content they appear on. These formats are crucial in maintaining audience attention and improving click-through rates. This approach ensures that ads are not just seen, they are noticed and engaged with in a meaningful way by the audience.
Another key focus of their meetings was contextual targeting, a method that allows advertisers to align their messaging with relevant content to reach an audience that is interested in their specific topic. This technique leverages a range of data signals, such as keywords, content themes, and user behaviors to ensure ads reach the right audience at the right time. By aligning contextual targeting with native formats advertisers can create a cohesive and effective digital strategy that resonates deeply with consumers.
In addition to native and contextual solutions, the team at Simpli.fi provided an in-depth analysis of the rapidly growing CTV market. With traditional TV viewership declining and streaming services on the rise, it’s clear that CTV has become a dominant force in media consumption. Today, over 99% of American households subscribe to one or more streaming services, a statistic that highlights the importance of this channel for digital advertisers.
However, navigating the CTV landscape presents its own set of challenges as the abundance of platforms have a wide range of different pricing and quality. These platforms include “premium” services such as Netflix and Paramount+ to “less popular” services like Tubi, and Pluto TV. Our conversations emphasized that the most popular platforms are not always the most effective from an advertising standpoint. In many cases, lesser-known streaming services can offer better value due to lower competition for ad space and more cost-efficient pricing than streaming services that are seen as “premium.”
While this trip was for business, Crystal and Sarah didn’t miss out on soaking up some of the local culture and flavor. One of the highlights of their trip was watching the famous Cattle Drive in the Fort Worth Stockyards. It's not every day you get to experience the Old West come to life and see the world’s only twice-daily cattle drive parade down the streets.
They stayed at the beautiful Hotel Drover that went above and beyond with the details, including an original Picasso sketch hanging in the library, and complimentary leather luggage tags. Each day the hotel had a Leather smith on site for guests to watch up close and personal their luggage tags get branded right in front of them with the initials of their choosing. A memorable token they brought back with them.
After their day of learning together Crystal, Sarah and the Simpli.fi team had the chance to connect over dinner at a well-known authentic Mexican restaurant, Joe T. Garcia’s where conversations were able to expand past business. Great food and great company was the perfect way to end their trip down south. Fort Worth delivered a little work, a little play and a lot of Texas charm.
Overall, the visit to Simpli.fi was a great reminder of how rapidly the digital media landscape is changing and how crucial it is for advertisers to stay ahead of the curve. From native display to strategic contextual targeting and smarter CTV choices, Simpli.fi is leading the charge in building a more efficient, effective, and engaging advertising future.