Pitch Deck: Fluency raises $40M to build Agentic AI adtech platform

Ad tech company Fluency has built a platform that allows brands and agencies to automate campaigns on Meta, TikTok, Google, and other platforms. We are currently aiming to introduce an AI agent.

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

Founded in 2017 in Burlington, Vermont, Fluency has created what it calls a digital advertising operating system. Connect to application programming interfaces (APIs) from different platforms and enable your customers to manage their digital advertising using a single workflow.

“It takes a lot of people, time and button clicks to run ads effectively,” Fluency CEO Mike Lane told Business Insider in an interview.

He added that Fluency wants to “help simplify and streamline things in the same way that HubSpot and Salesforce have” in the customer relationship management (CRM) space. Fluency's competitors include other campaign management and ad automation tools such as Hootsuite, Smartly, and Sprinklr, but these companies tend to cater to larger advertisers and agencies.

The company said it manages about $3 billion in annual advertising spending for brands and agencies such as Cox Automotive, Innocean and Johnson Group.

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

Fluency said it will invest the funds to enhance its agent AI capabilities, which can autonomously oversee marketers' digital advertising campaigns. This could mean, for example, that an AI agent automatically replaces ad creative or copy with a better performing version.

The company says Fluency primarily uses Amazon's Bedrock-generated AI models, as well as Anthropic's Claude and Google's Gemini.

Lane said for agent AI to work effectively with marketers' digital advertising, it needs a robust framework and structure for the AI ​​to work within, connectivity to all major media platforms, and everything integrated into a single system.

These factors position Fluency as a premium platform for “agent-like” AI in the digital advertising space, he said.

See the pitch deck used by Fluency to secure $40 million in Series A investment, shared exclusively with Business Insider. Some slides have been omitted or edited.