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We use Simpli.fi at the agency for particular use cases.  Cons:  They are not very transparent about the DMP.  We are not comfortable with their in-market shopper data/deployments.  Credit and other pieces of taxonomy are not seen as accurate by our clients.  The in-store visit analysis has been compared against other providers and does not seem very accurate.   Pros:  Support is good.  We believe they are honest with their spending.  We have never had a discrepancy in budget vs the OTT/CTV/Programmatic Display quotes.  They can spin up campaigns fairly quickly.  In conclusion, if you are looking for highly targeted campaigns with taxonomy, there are better providers.  They are a fine choice if you are looking for a branding campaign that targets demographics and not make/model/equity/credit.