Simpli.fi vs Smartly

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.

On National Cheeseburger Day, Simpli.fi’s New Report Serves Up Which QSR Chain is on a Roll When It Comes to Loyalty

Simpli.fi released a new report titled 'Whose Cheeseburger Is It?' tracking eight weeks of real-world foot traffic across 20 U.S. markets to determine which burger QSR brands are winning customer loyalty. The report is available for download and was featured as a press release on September 15, 2026.

Horizon CEO Bob Lord Criticizes Holdcos’ FTE Pricing Models

At Smartly's Advance event in Lower Manhattan, Horizon Media Holdings president Bob Lord publicly criticized traditional full-time equivalent (FTE)-based pricing models used by major agency holding companies. He argued that such models, along with principal-based buying, are outdated and hinder client business growth. Lord emphasized the need for 'composable architectures' and monetizing technology investments rather than relying on legacy headcount-based pricing. He predicted that within five years, clients will stop paying for FTE-based models. His comments highlight a growing industry debate about agency compensation structures as technology and AI reshape the agency landscape.

• Horizon Media Holdings president Bob Lord criticized FTE-based pricing models at Smartly's Advance event.
• Lord called FTE models and principal-based buying 'the old system'.
• He predicted clients will stop paying for FTE-based models within five years.

Smartly adds LinkedIn Ads to unified platform for B2B marketers

Smartly, the AI-powered advertising technology company, announced a new integration bringing LinkedIn Ads into its unified advertising platform. This collaboration aims to help B2B marketers personalize creative for professional audiences, accelerate video production, and use audience and performance intelligence to continuously improve advertising outcomes. By combining LinkedIn's professional audience insights with Smartly's AI-powered creative and performance intelligence, marketers can create more relevant creative across the B2B buying journey. The integration also enables scaling video production for LinkedIn through AI-powered automation and turning performance signals into actionable insights.

• Smartly announced a new integration bringing LinkedIn Ads into its unified advertising platform.
• The integration is designed to help B2B marketers personalize creative for professional audiences.
• Smartly's CEO, Laura Desmond, highlighted the collaboration's importance for B2B marketers.

TIMBALAND TO HEADLINE SMARTLY’S ADVANCE IN NEW YORK CITY ON SEPTEMBER 29

Smartly announces that Timbaland will headline its ADVANCE event in New York City on September 29.