Pitch Deck: Fluency Raises $40M to Build Agentic AI Adtech Platform

Adtech company Fluency has built a platform that helps brands and agencies automate their campaigns across Meta, TikTok, Google, and other platforms. Now, it aims to introduce AI agents to the mix.

Large brands and agencies typically manage campaigns across multiple platforms and ad buying tools, known as demand-side platforms, each with separate logins and interfaces.

Founded in 2017 in Burlington, Vermont, Fluency created what it describes as a digital advertising operating system. It connects to the various platforms’ application programming interfaces (APIs) and lets its customers manage their digital ads using a single workflow.

“It takes a lot of people, and hours, and button clicking to be able to effectively execute your advertising,” Fluency CEO Mike Lane said in an interview with Business Insider.

He added that Fluency wanted to “help simplify and streamline that, much like HubSpot or Salesforce” did in the customer relationship management (CRM) space. Fluency’s competitor set includes other campaign management and ad automation tools, such as Hootsuite, Smartly, and Sprinklr, though these companies tend to cater to larger advertisers and agencies.

The AI Marketer reports on how artificial intelligence is disrupting advertising, brand, creative, data, and the role of the CMO. Contact Lara O’Reilly for pitches or questions.

The company said it manages around $3 billion in annual ad spend for brands and agencies, including Cox Automotive, Innocean, and The Johnson Group.

Fluency is set to announce on Tuesday that it has raised a $40 million Series A investment round, led and fully funded by Integrity Growth Partners.

Fluency said it plans to invest the funds in enhancing its agentic AI capabilities, which can autonomously oversee marketers’ digital ad campaigns. This could mean AI agents automatically swapping out ad creatives or copy with better-performing versions, for example.

Fluency mostly uses Amazon’s Bedrock generative AI models, as well as Anthropic’s Claude and Google’s Gemini, the company said.

Lane said that for agentic AI to work effectively for a marketer’s digital advertising, the AI needs robust frameworks and structures to operate within, connections to all major media platforms, and for everything to be integrated into a single system.

He said these factors make Fluency well-positioned to be “the premium platform for agentic” AI in the digital ads space.

Check out the pitch deck Fluency used to secure its $40 million Series A investment, shared exclusively with Business Insider. Some of the slides have been omitted or redacted.