MarTech Interview with Paul Harrison, Simpli.fi

Paul Harrison, CTO and co -founder of Simpli.fi chat about the new AI autopilot and media planners AI and how it is an activator for modern merchants:

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Tell us about your way to CTO

My journey was peripheral, but it gave me the perfect set of skills for what I do today, and allows me to help simpli.fi continues to grow into the future.

Together with our CEO Frost Prioleau, I co -found Simpli.Fi 15 years ago, but we both worked together for more than two decades. Before Simpli.fi, Frost and I founded a company called Personifi, which we sold to the collective media, where I served as CTO. At that time we were a Google Customer and deployed our entry around new borders in real time. At this time, bidding did not exist in real time. However, the concept aroused my interest and I could say that there is a huge opportunity to take advantage of this technology to change the landscape of advertising – digital advertising specifically, especially if it is associated with access to huge tanks of unstructured data. I also knew that with a unique access to data, we could get enough signal ratio to noise to manage large volumes for small campaigns.

This is where it all started to simplify … But before that I helped develop software that focused mainly on the offer, binding and release of insurance online.

How has B2B Saas changed as an industry over the years from your point of view?

The biggest thing we see in B2B Saas is a shift from traditional models to multiple transaction models. You can see this play throughout the industry where the company develops the SaaS platform, but actually charges only on the basis of what is going through the system. Now it is more easy to use and comfort people using your platforms on a transaction basis.

This trend began to take place during the Covid pandemic when all these businesses were blocked by SaaS contracts and desperately tried to reduce costs. However, companies are no longer able to rely on platforms with this model companies, thinking more about paying as you go for transactions, and redistribution of investment from Saas to Genai. For example, take Chatgpt, it is not necessarily a Saas model, but it controls all these transactions, and from there the income comes.

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We would like to know the key main points of the new AI AI AI AI AI and the AI ​​media planner. How does it change the program advertising game today?

AI revolutionize program advertising. We knew we wanted to accept this technology as well, but when developing AI products, it was incredibly important for us to create tools that were smarter and easier to use than everything else on the market. We did not want to use technology only for technology. We wanted to make this technology meaningful and action and did so by using our excellent data. We are incredibly proud to offer some of the strongest, available AI tools available. Our ability to lead in this area follows from our deep heritage in unstructured data, which is indeed the language of AI – no other society in the reading has our volume and inheritance.

Our two new AI tools allow companies to unlock the future of advertising through automation that allows higher efficiency and increases business growth. Simpli.i Autopilot AI is an innovative AI -powered platform that can save businesses and effort by facilitating planning, launching and watching targeted advertising campaigns within minutes without training. For example, if you are in Arizona by a car representation and have never started an advertising campaign before – or you have never developed advertising – Autopilot AI will guide you through a full funnel solution that can be in operation for five minutes, without minimum campaign, plus low wages when billing credit cards, which ensures an accessible price price. Another differentiator is the feedback we offer – after activation AI analyzes the performance of the campaign and issues recommendations that show advertisers what they are doing well and one area of ​​improvement.

For more experienced agencies and merchants, it uses a new Simpli.i AI media planner to convert marketing goals into an action plan, use the wealth of program media, data and proven procedures to provide specific recommendations on the assignment of a bullet that viewers focus on the goal and which The media and data strategies will provide the greatest impact. Soon we will offer this service with search, social, campaign settings and linear media planning.

Overall, these tools will change the campaign settings and allow advertisers to be more creative and focused on their advertising.

And what about today’s state of program advertising that interests you most?

We are incredibly enthusiastic about industrial turning from linear to CTV – it is a trend that will continue to grow when we push through by 2025. We see so many innovations flowing out of the CTV and advertisers of all kinds accept it. In a world where to get in front of the right person is increasingly difficult, it offers CTV Simpli.Fi range and involvement of TV with precise digital targeting. This allows us to maximize the importance for the audience of all kinds – whether they are at home or on the go, watch large screens or small. We provide impressive streaming wherever our clients need to reach customers, with accuracy and measurement of narrative narration.

What ideas do you have to add up in 2025?

This is a transformation moment for our industry. With the rise of the CTV and the powerful AI innovation, we all have a seat in the front row of democratization of advertising equipment. For most of the last 20 years, Large Tier 1 advertisers have defined the category and added the best tools and campaigns. But it left small and medium -sized businesses on the sidelines. However, everything that has changed and I am incredibly proud that Simpli.i had his hand when he was launching the global advertising industry – and moved it forward so everyone would win.

Several thoughts of how AI will affect addch growth?

I assume that in the coming years in the coming years we will see more and more AI on the device-Ai, which is built directly on smartphones and does not rely on a cloud connection. Here we are really in an unbeatable position again. Not only does Simpli.i have the best AI tool set that will serve companies of all sizes, but our main positions in unstructured data gives us unique differentiation-A will promote long-term growth for all our clients.

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