Adlook vs Simpli.fi

Five Experts Discuss Signal Value in Video Planning

This article is an expert roundtable held ahead of the ADZINE CONNECT VIDEO 2026 conference. Five industry professionals from agencies and adtech companies discuss the optimal use of signals in video advertising planning. They debate the value of various data sources such as audience data, context, attention, purchase intent, and platform data, questioning whether more signals automatically lead to better decisions. Key themes include the importance of signals that drive concrete planning decisions, the risk of signal noise, the need for testing to validate signal contribution, and the challenges of measuring success in CTV. The experts also address the economic costs of signals, the issue of platform-specific data lock-in, and the need for a common language across platforms.

• ADZINE CONNECT VIDEO 2026 takes place on November 12, 2026 in Hamburg.
• Five experts from agencies and adtech companies share their views on video advertising signals.
• Alexander Kraft (Jung von Matt Impact) argues a signal must influence planning decisions.

CTV Has a Disclosure Problem, Not Measurement

Mateusz Jędrocha, Chief Product Officer at Adlook, argues that Connected TV’s accountability gap is primarily a disclosure problem driven by commercial choices from publishers rather than a technical limitation. While upstream signals such as genre, programme title, episode metadata and viewing context exist, many publishers withhold or generalise those signals to protect portfolio yields and prevent cherry-picking of premium inventory. The piece cites Gracenote research showing limited availability of sports metadata, and references studies from IAS and PA Consulting/Newsworks showing stronger brand outcomes in contextually relevant premium environments. Jędrocha recommends buyers demand programme-level reporting, default viewing-context logs (device, app, time, co-viewing) and integrated attention measurement to enable advertisers to defend and optimise CTV spend.

• Author Mateusz Jędrocha is Chief Product Officer at Adlook and wrote the article published on 2026-08-05.
• US CTV ad revenue reached around $26.6 billion in 2025, according to the article.
• Gracenote’s contextual analysis found 14.3% of sports-adjacent CTV inventory carried league information and 17.9% carried team information.

Simpli.fi Appoints Sean McCaffrey as Chief Executive Officer

Press Release dated 10.20.2026: Simpli.fi Appoints Sean McCaffrey as Chief Executive Officer.

Simpli.fi Scales Localized Advertising for Multi-Location Brands with New Simpli.Hub Portal

Simpli.fi has launched Simpli.Hub, a new portal that enables corporate teams to configure brand-approved advertising packages that local locations can launch themselves across CTV, streaming audio, display, and more. The company also released a new report on QSR customer loyalty.

Simpli.fi Launches Simpli.Hub for Localized Advertising

Simpli.fi, a real-world media platform, has launched Simpli.Hub, an on-demand self-serve advertising portal designed for multi-location brands, franchise networks, co-ops, and distributed agencies. Simpli.Hub balances corporate brand control with local execution, enabling local operators to launch pre-approved, high-performing campaigns across various channels, including programmatic and walled gardens. The portal centralizes campaign strategy, creative assets, and brand guardrails at the corporate level, while local franchisees can select pre-approved options and set local budgets. It provides unified intelligence for aggregated performance visibility. Built on the Simpli.fi platform, Simpli.Hub connects localized campaigns to core media capabilities like place-based, purchase, and identity signals. The launch follows successful rollouts with multi-location brands and enterprise franchise networks, and Simpli.Hub is now generally available.

• Simpli.fi launched Simpli.Hub, an on-demand self-serve advertising portal for multi-location brands.
• Simpli.Hub balances corporate brand control with local execution, allowing consistent yet localized ads.
• The portal enables activation across search, display, premium CTV, and DOOH channels.