Simpli.fi, the Advertising Success Platform providing programmatic advertising and workflow software to agencies, brands, and media companies, has expanded its native contextual offerings through a partnership with Bombora, the leading provider of B2B data solutions for brands, agencies, and publishers.

This first-to-market solution combines Simpli.fi’s granular native targeting platform with Bombora’s patented Company Surge® Intent data for performance-driven, cost-efficient B2B advertising. It ensures real-time relevance and utilizes an extensive portfolio of intent topics to ensure advertisers are strategically engaging with their target audience. With U.S. advertisers spending around $108.83 billion last year on native ads, partnerships like this are vital to meet advertisers’ fluctuating needs and adapt to industry trends.

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“Simpli.fi’s partnership with Bombora allows our clients to effectively reach the right B2B audiences with both precision and scale,” said Jonno Burden, Senior Director, Strategic Accounts at Simpli.fi. “With no reliance on third-party cookies, our targeting solution lets advertisers meet audiences where they’re at, all while staying within budget for global campaigns and providing privacy-conscious advertising.”

Understanding how to future-proof advertising in the ever-evolving landscape of privacy regulations and cookie blockers is tantamount to advertisers’ success in reaching their audiences. Contextual advertising allows advertisers to continue to have high-performing, optimized strategies that increase incremental conversions, and this partnership enables contextually targeted data to outperform traditional third-party segments that often go stale.

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“We are excited to expand our Simpli.fi partnership. Customers now have access to 76 B2B categories representing highly relevant topics like Machine Learning and Artificial Intelligence and Marketing Technology – all at 3 times the scale,” said Mike Burton, co-founder of Bombora. “B2B advertisers are seeking more precise targeting, audience durability, and scale. Bombora and Simpli.fi meet these needs.”

Simpli.fi and Bombora’s integration recently won the 2025 Dick Reed Award for Channel Advancements & Innovation in the Programmatic category. The award honors a platform that has revolutionized digital marketing by introducing cutting-edge tools, precise targeting capabilities, and innovative solutions.