Funds for Unified Ad Management Platform Fluency

Digital ad management software firm Fluency has closed a $40m Series A round of funding, which it will use to enhance its automation and agentic AI capabilities, and to accelerate new integrations with publisher and technology partners.

Fluency's founding team have worked in online advertising since 1998, and previously built Dealer.com, which was sold for $1.1 billion in 2014. Fluency was founded in 2017 and is described as a Digital Advertising Operating System (OS), bringing the key aspects of digital advertising execution and management together in a single solution. Users can scale paid media operations across all major channels, launch campaigns 'in minutes' and manage massive ad portfolios. The firm says it aims to manage 'at least 10% of the trillion dollars spent globally on digital advertising each year'.

Funding came from growth equity firm Integrity Growth Partners (IGP), which will provide representation for Fluency's board - however the latter firm will continue to operate independently and under the leadership of its founding team.

'Our clients are accountable for delivering multichannel advertising, often across hundreds of brands and thousands of locations,' says Fluency CEO Mike Lane (pictured). 'It's impossible for humans alone to manage the level of complexity this requires, no less scale it efficiently. Understanding and solving this problem requires a team that has not only been on the front lines of ad operations, but also has foresight into where the industry's going and hindsight into how it's already evolved. We'll look to IGP as a trusted partner whose experience, just as much as its integrity and values, will be critical to our growth as we embark on the next stage of our work.'

Web site: www.fluency.inc .