GTCR has agreed to purchase a majority stake in digital advertiser Simpli.fi The PE firm is planning on growing the target through additional acquisitions.

Based in Forth Worth Texas, Simpli.fi uses data to help brands and agencies create local targeted ads on the Web. The target was previously backed by Contour Venture Partners and Frontier Capital.

“As both large and small advertisers look to localize and personalize their campaigns, Simpli.fi’s platform, through the use of unstructured data, will help them better connect with their target audiences," says GTCR managing director Craig Bondy. Finanical terms of the deal were not disclosed.

GTCR's investments is underlined by the Leaders Strategy, a program that involves "finding and partnering with management leaders in core domains to identify, acquire and build market-leading companies through transformational acquisitions and organic growth." The Chicago-based PE firm recently bought emergency response services provider GreatCall.

Spending on digital advertising continues to rise, mainly because Americans love their screens. In other recent deals, Advantage Solutions acquired Brand Connections; Bain Capital Private Equity purchased a majority stake in Daymon Worldwide; and In 2016, Trans World Entertainment Corp. (Nasdaq: TWMC) bought Etailz.

Kirkland & Ellis LLP is representing GTCR. Petsky Prunier LLC, Luma Partners LLC and Wilson Sonsini Goodrich & Rosati are advising Simpli.fi.

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