Simpli.fi is a demand-side platform headquartered in Fort Worth that markets itself as a leading programmatic advertising success platform. The company runs display, video, mobile, native, audio, streaming TV, and digital out of home through its DSP, with addressable geofencing as the differentiated product the rest of the industry copies.
The addressable-geofencing product turns up to a million street addresses into property-shaped polygons. Source data is plat-line (the surveyed boundary of a single property parcel) and public land-survey data; the polygon follows the actual footprint of the house or building rather than a circle drawn around its rough coordinates. Ads serve to mobile, video, and connected TV devices that fall inside those exact shapes.
Adoption skews toward agencies that want plat-line precision for B2B account-based marketing, competitor-conquest campaigns (geofencing a rival's storefront), and household-list targeting at scale.
Plat-line and public land-survey data shapes
Qujam: Simpli.fi reseller partnershipDisplay ad floor on direct platform access
Propellant Media: Geofencing Costs and PricesGeofenced video buys through Simpli.fi
Propellant Media: Geofencing Costs and PricesSelf-managed Simpli.fi seat
Qujam: Simpli.fi reseller partnershipStandard geofencing draws a circle (a radius around a lat/lon, typically 50 to 200 meters) or a hand-drawn polygon and serves ads to any device whose reported location falls inside. Addressable geofencing replaces the manual shape with a database of pre-built polygons that match individual property parcels.
Plat-line data is the surveyed legal boundary of a property recorded with a county or municipality. Public land-survey data is the federal cadastral grid that divides the country into townships, sections, and parcels. Simpli.fi licenses these layers and rasterizes them into ad-deliverable shapes, then runs the same bid-stream filtering every DSP runs. When a device's bid-stream location falls inside an addressable polygon attached to a campaign, the bidder bids; otherwise it does not.
The accuracy story underneath is the same accuracy story every bid-stream platform has. Peer-reviewed measurement of iPhone horizontal GPS accuracy in dense urban environments is 7 to 13 meters. Real-world accuracy with multipath obstruction drifts to 10 to 20 meters. Mobile advertising ID match rates typically run 60 to 80 percent. The polygon is a perfect rectangle around a house lot; the reported device location is fuzzy. We covered the full chain at how accurate is geofencing tied to a billboard for mobile retargeting.
Simpli.fi does not publish a public rate card, but reseller disclosures and agency reporting line up on the ranges. Direct-platform access (a self-managed Simpli.fi seat with full UI and reporting) commonly requires a $10K to $20K per month minimum, with CPMs starting around $5 for static display and $15 to $25 for video buys. Connected TV through the same supply chain runs higher.
Resellers built on Simpli.fi technology bring the floor down meaningfully. Qujam, a publicly disclosed Simpli.fi partner, runs banner inventory at $9 CPM with no five-figure monthly minimum. Other resellers (Propellant Media, regional agencies) advertise floors around $1,000 per month with markup baked into the rate. The Trade Desk is the standard alternative at the high end, where direct-seat minimums run $100K to $1M per quarter per agency reporting.
Stacked together: a Simpli.fi reseller campaign at $9 CPM plus 20 to 40 percent agency markup ends up quoted at roughly $11 to $13 CPM in a contractor's media plan, against a polygon whose underlying device location is 10 to 20 meters off in the urban environment where most local service customers live.
Plat-line addressable geofencing is genuinely good architecture for a specific shape of campaign. Naming where it wins keeps the rest of this page honest.
Local service businesses (HVAC, roofing, plumbing, garage doors, pest control, electrical, lawn care) have a different problem shape than the campaigns addressable geofencing is engineered for. They do not need a million pre-built parcel polygons. They need one known buyer in one known service area on one known day.
Three structural mismatches stack against the small operator:
Cost Per Verified Delivery (CPVD) prices the same geographic intent on a different unit. Instead of a CPM against a property-shaped polygon, you own a corridor (a stretch of road, an arrival route, an interstate exit ramp) and pay from $0.25 each time a real driver phone is GPS-verified moving through it.
Three structural things change. First, the location signal comes from the device through infrastructure WilDi controls, so there is no bid-stream guess and no SSP / DSP supply-chain take. Second, the unit is a single verified driver, not a thousand maybe-impressions, so there is no working-media leak between the dollar and the delivery. Third, there is no $10K minimum, no platform fee, no data-segment markup, and no agency markup baked into the CPM.
The two architectures are not strict substitutes. Simpli.fi serves campaigns that fundamentally need plat-line shape (B2B office buildings, account-based marketing). CPVD serves campaigns that fundamentally need corridor delivery (local service customers driving to and from work). For HVAC, roofing, plumbing, garage doors, and the rest of the local service universe, the corridor is the unit of intent. See what is Cost Per Verified Delivery for the full architecture, and the Middleman Tax for where the standard supply chain siphons budget that CPVD does not.
On the dimensions a local service operator actually evaluates.
| Dimension | Simpli.fi | CPVD (WilDi Maps) |
|---|---|---|
| Pricing unit | $5 to $15 display CPM, $15 to $25 video; $9 CPM via reseller | from $0.25 per GPS-verified driver in your corridor |
| Minimum spend | $10K to $20K per month direct; ~$1K via resellers | None, pay per delivery |
| Geographic shape | Address-level plat-line polygons (up to 1M parcels) | Corridor you own (road segment or arrival route) |
| Location signal | Bid-stream proximity inferred from third-party SDK requests | Device-reported GPS, operator-owned infrastructure |
| Supply-chain take | ~29% to DSP / SSP fees per ANA 2023; only ~36¢ per $1 reaches consumer | None, no DSP, no SSP, no data fee |
| Agency markup typical | 20% to 40% on top of reseller CPM at most local-services agencies | None |
| Best fit | B2B account-based marketing, competitor conquest, household lists | Local service businesses on measured CAC |
The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a driver enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
1-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the driver gets when an ad is claimed
If the driver wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
Simpli.fi is a demand-side platform headquartered in Fort Worth that pioneered addressable geofencing. The platform turns up to one million street addresses into property-shaped polygons (sourced from plat-line and public land-survey data) and serves display, video, mobile, and connected TV ads to devices inside those shapes. The DSP also runs standard programmatic geofencing, native, audio, streaming TV, and digital out of home inventory.
Direct-platform access (a self-managed Simpli.fi seat) typically requires a $10K to $20K per month minimum, with CPMs starting around $5 for static display and $15 to $25 for video. Reseller access (Qujam, Propellant Media, regional agencies) brings the floor down to roughly $9 CPM for banner inventory and around $1,000 per month, at the cost of an additional 20 to 40 percent agency markup on top.
Addressable geofencing is a Simpli.fi-pioneered targeting product that draws property-shaped polygons (instead of circles or hand-drawn shapes) around individual addresses, using plat-line and public land-survey data as the source. The ad bidder filters bid-stream requests whose reported device location falls inside a polygon attached to the campaign and bids; outside the polygon, no bid. The architecture is most useful for B2B office-building targeting, competitor conquest against rival storefronts, and large household-list campaigns at scale.
The polygon shape is accurate (down to a property parcel). The underlying device location is no more accurate than any other bid-stream platform's. Peer-reviewed measurement of iPhone horizontal GPS accuracy in dense urban environments is 7 to 13 meters, and real-world accuracy with multipath obstruction drifts to 10 to 20 meters. Mobile advertising ID match rates typically run 60 to 80 percent. The plat-line polygon is precise; whether the device the bid-stream said was inside it actually was is a separate question.
Within the DSP category the direct alternatives are The Trade Desk (larger, higher minimums, agency-only at the local level), StackAdapt (multi-channel programmatic, no public minimum on self-serve), GroundTruth (cost-per-visit attribution model, no minimum on self-serve), and Foursquare Pinpoint (place-based audience segments delivered through partner DSPs). Outside the DSP category, Cost Per Verified Delivery prices the same geographic intent at from $0.25 per GPS-verified driver and removes the polygon, bidder, SSP, and data-fee layers.
Because the units are different. A Simpli.fi reseller CPM prices a thousand estimated impressions, of which roughly 36 percent reach the consumer as working media (after DSP and SSP fees plus media-quality losses, per the ANA 2023 supply-chain study). CPVD prices one GPS-verified driver delivery from operator-owned infrastructure. There is no auction rake, no data-fee markup, no agency layer between the dollar and the delivery. The per-delivery price is gross to working media because the supply chain that erodes a programmatic dollar is not present.
Geofence platforms buy auction impressions and infer location from bid-stream data, which is often hundreds of meters off and exposed to bot traffic. WilDi owns the delivery infrastructure end to end: the location fix comes from the driver's own phone, the rate is fixed, and there is no middleman taking a cut.
One message delivered to one real driver phone that was physically inside your chosen geography at the moment of delivery, confirmed by GPS on the device itself. The driver also physically acknowledges the message, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
No. Every tier has a fixed, published rate per verified delivery. The price you see is the price you pay, whether it is game day or a Tuesday morning. Higher tiers carry lower per-delivery rates.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to real driver phones. There is no auction and no platform fee stacked on top.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. Sources cited inline; numbers updated as the underlying research updates.
Published
More about Timm RossFixed from $0.25 per GPS-verified delivery. No auction, no exchange rake, no Middleman Tax.